Netflix plans interactive AI-powered ads to steal away your attention

Do you remember the days of just plain old “Netflix and chill”? You know, when streaming services didn’t have ads because you paid money for that feature and you watched whatever content you wanted without any interruptions? That was definitely peak streaming. But those days have already begun to fade, as more streaming services have started including ads and raising the price of ad-free offerings. Netflix is now working on a whole new way to experience ads for those of you on the ad-supported tier.

Last month Netflix launched a new in-house advertising platform, giving the company full control over its ad tech. That’s going to help Netflix begin to integrate new “creative” advertising formats while users watch content. What’s so interesting about this new ad format? You’ll be seeing interactive ads that merge with the worlds of Netflix shows thanks to generative AI. This could be a big change from the current state of ads on Netflix, which have been easy enough to ignore and not much more than a minor annoyance. But interactive ones with overlays during the show or when you pause? That’s a bit more…intrusive.