Netflix is eager to make its ad breaks even more intrusive by rolling out AI-generated advertisements to subscribers on its ad-supported plan starting in 2026. This move aims to blend ads more closely with the shows you watch, but it might add a new layer of annoyance instead of value.
At Netflix’s recent annual meeting with advertisers, Amy Reinhard, the company’s President of Advertising, claimed that viewers pay as much attention to mid-roll ads as they do to the shows themselves. I have yet to meet anyone who pays attention to Netflix ads, and the idea of AI-generated content interrupting popular series like Stranger Things sounds like a recipe for frustration.
According to The Verge, Netflix plans to insert AI-generated ads that are themed around the program you’re watching. These could appear as overlays or be inserted into scenes, eager to make the ads feel less like interruptions and more like part of the show. It’s reminiscent of those bizarre Cerveza Cristal beer ads awkwardly cut into Chilean TV reruns of Star Wars, but without the charm of human creativity.
Whether Netflix genuinely believes this will improve the viewing experience or if it’s a tactic to push more subscribers toward pricier ad-free plans remains unclear. What’s certain is that this approach makes Netflix feel less consumer-friendly, especially as subscription prices rise and password sharing restrictions tighten.
From my perspective, AI-generated ads randomly interrupting favorite shows will only add to the irritation and might be the final straw for some subscribers, including myself. The idea of an AI overlay demanding you buy something while watching Wednesday doesn’t precisely scream engagement.
There’s also the question of where Netflix will source the training data for these AI ads. Will the AI be fed every show and movie on the platform to generate seamless product placements? If so, this raises serious copyright concerns for creators who likely don’t want their work consumed by AI for ad generation.
It’s important to remember that roughly one-third of Netflix subscribers choosing the cheapest ad-supported option aren’t necessarily fans of ads, they’re probably trying to save money or don’t find the service’s content worth a higher price. Instead of pushing AI ads, Netflix might do better investing in features that add real value, like expanding Netflix Gaming or giving popular shows longer runs.
What do you think about Netflix’s plan to use AI-generated ads? Will it push you away, or are you indifferent? Drop your thoughts in the comments below.
