Netflix stated that generative AI will be used not only in content production but also in advertising campaigns and movie recommendations for subscribers.
Netflix has long operated systems that analyze its users’ viewing habits. However, in the new era, it is testing generative AI-powered features that enable natural language searches to make content easier for users to find. This technology allows users to search with phrases like “Suggest a comedy film, under 90 minutes, set in Spain,” and suitable content from the catalog is instantly presented.
Additionally, AI also automatically adapts promotional materials to different languages, enabling local content to reach global audiences more quickly.
On the production side, Netflix has begun offering AI-powered tools to its creative teams. For example, machine learning-based Eyeline technology supports tasks such as character rejuvenation and visual effects pre-visualization. Such tools speed up the production process and offer advantages in terms of cost-effectiveness. Netflix has also developed specific guidelines for its content teams to ensure the ethical and responsible use of these technologies.
Personalization and Efficiency in Advertising
Netflix is also increasing its use of artificial intelligence in its advertising strategy. The company announced that it will actively deploy AI-powered systems for personalized ad designs and placements starting in the last quarter of 2025. These systems enable advertisers to reach their target audiences more effectively and enable Netflix members to experience less disruptive and more consistent advertising experiences. This increases advertising efficiency and maintains user satisfaction.
Netflix’s new strategy doesn’t just use AI as a technological tool; it positions it as a creative force. This approach encompasses a wide range of areas, from content creation to user interaction. The company’s increasing investment in this area suggests a significant transformation in both content quality and user experience in the coming period.
AI-powered media and advertising strategies are becoming one of the keys to standing out among digital platforms. Netflix’s steps in this direction aim to sustain the platform’s competitive advantage. In particular, the platform strengthens its position against its competitors in the global market, particularly in terms of the speed with which content reaches local audiences and the personalized advertising experience.
Netflix’s focus on AI in its media and advertising strategy supports the platform’s goals of improving the user experience, optimizing content distribution, and increasing ad revenue. This solidifies its position as a pioneer of transformation in the digital broadcasting industry.
