Netflix Plans AI-Generated Ads by 2026

Netflix has announced plans to introduce AI-generated advertising, including pause ads, into its programming on the ad-supported tier starting in 2026. This news, first reported by Media Play News, leaves many questions unanswered about how these ads will be targeted. Will they be personalized based on a viewer's watch history, or will they relate to the content being watched at the time? Currently, details on the backend operations and presentation of these ads remain scarce, but one thing is clear: they are on their way.

At a recent Upfront for advertisers event in New York City, Amy Reinhard, Netflix's President of Advertising, highlighted the company's unique strengths. "Either they have great technology, or they have great entertainment," she stated. "Our superpower has always been the fact that we have both." Reinhard emphasized that Netflix's ad-supported tier subscribers are highly engaged, watching an average of 41 hours of content per month. This translates to approximately three hours of ads per month, a significant amount even without AI integration. However, by 2026, these ads will be AI-generated.

Reinhard also noted that viewer attention on Netflix remains high throughout their viewing experience, with mid-roll ads receiving as much attention as the shows and movies themselves. This level of engagement sets Netflix apart from its competitors. While an official implementation date for the AI-generated ads has not yet been announced, the shift is set to occur in 2026, marking a new era for advertising on the platform.