Netflix to Integrate AI Ads in 2026

Netflix has confirmed plans to introduce AI-generated advertisements—including pause ads—that will appear during programming on its ad-supported tier starting in 2026.

As reported by Media Play News, details regarding ad personalization remain unclear. Will targeting be based on individual viewing history or the content currently being watched? At this stage, little is known about the backend mechanics or presentation style of these ads. However, their arrival is certain.

Amy Reinhard, President of Advertising, recently highlighted Netflix’s unique position in blending technology with entertainment. “Companies typically excel either in technology or entertainment,” she stated during the recent Upfront event in New York City. “What sets Netflix apart is our strength in both areas.”

Reinhard further noted, “Compared to competitors, viewer attention on Netflix begins at a higher level and remains elevated throughout. More impressively, audiences engage with mid-roll ads as much as they do with the actual shows and movies.”

According to Reinhard, subscribers on the ad-supported plan watch an average of 41 hours of Netflix monthly. As calculated by Kotaku, this translates to roughly three hours of ads per viewer per month—a significant amount even without AI involvement. Starting in 2026, AI will power these advertisements.

Netflix has not yet announced an official launch date for this update.