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Netflix Wants AI To Recommend What You’re In The Mood For
Courtesy of Netflix
Netflix announced a new AI-powered recommendation feature called “AI Discover.”
The Big Picture: Netflix has been undergoing massive changes over the past month, mostly driven by falling engagement among domestic subscribers — people just aren’t using the platform as much as they used to. That’s been a drag on the stock price. So, the company is not only making executive changes to shake up creative decisions but also improving its tech to make choosing something to watch a more frictionless experience.
Behind The Scenes: Netflix wants you to spend less time scrolling and more time watching.
AI Discover is an interactive feature that lets people choose a theme for what they want to watch.
There are several options to choose from, including “Something Light,” “Scare Me,” “Workplace Comedy Favorites,” and “Family Scandal Sagas.”
The platform then generates personalized recommendations, allowing users to refine their search further or start fresh.
Users can also add the feature’s recommendations to their personalized algorithm or signal that they never want to see those options again (ouch).
Final Recommendation: While Netflix has long used AI and machine learning on its platform, Variety says this is the “first user-facing application that the company is branding as powered by artificial intelligence.” AI Discover is currently only available to US Netflix users on supported smart TVs (as a tab on the main menu) and is being billed as a work in progress… so how users respond will determine whether it gets a wider rollout.
If it proves successful in boosting engagement, it’ll underscore just how necessary curation is to the streaming experience. Choice fatigue is real.
Coming Soon: Soon enough, Netflix won’t be alone in AI-powered discovery… and the streamer best able to shrink the time between someone opening the app and choosing something to watch may see the biggest drop in churn rates.
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Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.
