Netflix has announced its intention to use generative AI to integrate interactive ads into its streaming service. This feature will allow the delivery of tailored advertisements during specific programming, appearing in midroll and pause formats on its ad-supported subscription tier, which launched in 2022. The company aims to enhance ad effectiveness by using advanced technology to match ad content with relevant shows. Netflix's advertising president, Amy Reinhard, stated that subscribers 'pay as much attention to midroll ads as they do to the shows and movies themselves.' The rollout of these AI-driven ads is scheduled for 2026, as Netflix seeks to double its advertising revenue by the following year. This initiative follows a recent partnership with OpenAI to enhance viewer engagement through personalized recommendations.

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