Netflix Plans AI-Generated Ads by 2026

Netflix has confirmed plans to introduce AI-generated advertisements, including intrusive mid-programming pauses, for users subscribed to its ad-supported tier starting in 2026. As reported by Media Play News, details regarding the targeting strategy remain unclear, leaving questions about whether ads will be personalized based on viewing history or tailored to current content. The technical aspects and presentation format of these ads are still under wraps, but their introduction is imminent.

Amy Reinhard, President of Advertising at Netflix, emphasized the company’s unique blend of expertise during the recent Upfront event for advertisers in New York City. She highlighted Netflix’s dual strengths in technology and entertainment, stating, “Our superpower has always been the fact that we have both.” Reinhard further noted that Netflix retains higher audience engagement compared to competitors, with members equally attentive to mid-roll ads as they are to original content.

According to Reinhard, ad-tier subscribers currently watch approximately 41 hours of Netflix monthly, translating to roughly three hours of ads per month. While this figure pertains to non-AI ads, the transition to AI-generated commercials in 2026 is expected to intensify the experience. Netflix has not yet announced a definitive implementation timeline for this change.