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Netflix’s AI Recommendations Aim to Play Matchmaker to Your Tastes

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Netflix’s AI Recommendations Aim to Play Matchmaker to Your Tastes

The streaming service is testing an interactive AI feature for personalized recommendations.

Netflix is testing a new AI-powered recommendation feature on its TV app, designed to match you with titles based on what you’re in the mood for. An interactive tab called AI Discover is intended not only to help subscribers find something to watch, but also to block suggestions for content you’re not interested in.

The move comes months after Netflix execs discussed plans for AI recommendations on its first-quarter earnings call. For now, the feature is available only to a limited group of customers in the US during a testing and feedback phase, and Netflix plans to open it to others in the coming weeks. 

The clickable AI Discover tab will appear at the top of the TV app screen, and as rollout continues, the feature will offer multiple experiences. But at launch on Tuesday, the first option is built around moods, so viewers can choose something like “Scare Me” to see which movies or shows the app highlights for you.

Don’t see anything? Take things further as the app provides more defined themes to explore. If there’s a title you’re not interested in, you can use the “Tune Your Recommendations” button to prevent it from popping up again — or hit the button if you do like it so Netflix will keep matching you with similar recommendations. Subscribers who are participating in this test run may help inform how this new tab works if — or when — it officially hits Netflix’s main app.


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