Netflix to launch AI-generated ads across movies, series
Users will experience commercials that visually blend with the show's setting, appearing during mid-show breaks or when the content is paused.
Netflix has revealed plans to roll out AI-generated advertisements as it aims to integrate brands into its popular shows and movies.
The announcement was made during the company's annual ‘Upfront 2025’ event held in Manhattan, New York.
The company in a statement said the new advertising framework leverages GenAI to instantly “marry advertisers’ ads” with the content on the platform.
In a move that feels straight out of Black Mirror episode, the company has debuted new capabilities that include interactive midroll and pause ad formats featuring customisable overlays, calls to action, and second-screen interactions, to deliver personalised ads precisely when viewers are most receptive.
Users will experience commercials that visually blend with the show's setting, appearing during mid-show breaks or when the content is paused.
plans to roll out these ad formats across all ad-supported countries by 2026.
“What sets Netflix apart is our ability to marry art and science, combining best-in-class technology with the shows and movies that everyone is talking about and watching,” said Amy Reinhard, President of Advertising, Netflix.
“So while a lot of companies are either/or—either they have great technology, or they have great entertainment—our superpower has always been the fact that we have both. And because our audience is unique, engaged, and attentive, a dollar spent on Netflix is more valuable than a dollar spent anywhere else,” she added.
The new AI-driven advertisements will help brands to integrate their products within Netflix shows, overlaying advertised items onto scenes inspired by hit series like Bridgerton, Stranger Things, and Wednesday.
Currently, Netflix’s ad-supported tier houses over 94 million global monthly active users. The company stated that in the US itself, users are spending an average of 41 hours per month on the platform.
Edited by Megha Reddy