Warner Bros. Discovery uses machine learning to personalize the content each subscriber sees on Max, surfacing shows and movies based on individual viewing history, regional engagement trends, and other signals. A machine learning ranking model scores content candidates and dynamically assigns them to spots on the streaming interface, with editors retaining the option to override.

According to WBD's CEO David Zaslav (May 2024 earnings call) and the company's own tech blog, AI and machine learning are incorporated into Max's recommendation engine to personalize content discovery across its 125+ million global subscribers. The system uses a ranking model that scores content assets based on predicted relevance and diversity, then assigns them to interface slots dynamically. Human editorial teams can override the algorithm. The tech blog describes this as blending a 'content-first' philosophy with automated promotion algorithms.