Netflix ads will appear even when paused
By ForGeeks The streaming service will start showing personalized ad inserts based on generative AI starting in 2026.
The Netflix announced the launch of interactive ads using generative artificial intelligence. The innovation will appear in 2026 and will be available to ad-supported subscription users. Ads will appear not only in the middle of viewing (midroll), but also when you press pause. The announcement was made by Netflix’s president of advertising, Amy Reinhardt, at the Upfront event.
Amy Reinhardt, president of Netflix’s advertising division, announced the announcement at the Upfront event.
The new technology will allow for the formation of customized ad messages tailored to context, content genre or user preferences. As Reinhard emphasized, AI will be the foundation for scaling Netflix’s advertising platform in the coming years.
“The foundation of the advertising business has already been laid. Further growth will only accelerate,” she said.
Netflix is already using AI in other features. For example, the company recently tested OpenAI-powered voice search to find movies and shows in specific regions. Now artificial intelligence will become part of the service’s advertising model.
Formally, Netflix remains committed to monetizing through advertising. But in the eyes of many viewers, the company is moving further away from its former image: from ad-free streaming to a hybrid model with price increases. At the same time, ad-free subscriptions – Standard and Premium – continue to rise in price, which gradually makes the ad-supported plan the most affordable.
In 2026, a pause in the show could turn into a moment to show burgers, products and services – and not just random ones, but AI-generated ones in real time. And the only way to cancel ads would be to upgrade to a more expensive plan.
The Advertising on Netflix will appear even when paused was first published on ITZine.ru.
