According to CNBC, Netflix is extending its use of generative artificial intelligence (AI) across the company’s streaming platform, marketing, and content development. The company said that it is “all in on leveraging AI,” which it described as central to how the company will seek to drive enhancements in creativity, personalization, and monetization.
The news comes as Netflix reported a third-quarter earnings beat, with revenue growing 17 percent from the previous year to $11.5 billion and more than 9 million new paid memberships added worldwide.
“It’s a big opportunity for us to help our members and creators and also create a more efficient business,” Ted Sarandos, Netflix’s chief executive, said of AI. AI, according to Netflix’s investor statement, will also aid the company in “optimizing how content is discovered and consumed,” which hints at its big plans to leverage generative tools within production and platform workflows.
Netflix has already started using AI in various parts of content creation. Its production guidance itemizes how generative tools can support concept art, set design, and visual effects under the direction of creative teams. The company said AI will accelerate production and increase creative options while reducing reliance on artists or writers.
The influence of AI extends far beyond production for Netflix. The company said new interactive and personalized advertising would be introduced later this year. As Tech Detour noted, the effort will permit viewers to click on sponsored content while a video plays.
Advertisements will change in real time according to the interests and context of their viewers, empowering brands to engage with viewers instantaneously.
Netflix is also experimenting with generative ad formats that turn into part of the programming, PYMNTS reported. They’d be “in-show” ads that fit into narratives or scene changes. These tools, the company said, are indicative of a larger trend toward AI-powered advertising solutions that can scale globally and remain locally relevant.
The way Netflix is doing it underscores how streaming services are becoming data-rich ecosystems where A.I. links creative production, distribution, and monetization. The company’s mission, Sarandos said, is to create entertainment that “is more personal, easy to view and may be even interact with”; Netflix aims to demonstrate leadership in AI-driven storytelling, advertising, and audience engagement.
