Netflix is continuing its long-standing practice of making ads as bothersome as possible in a bid to push subscribers towards its more premium offerings, this time with the help of AI-generated ads.

During its recent advertiser meeting, Netflix disclosed plans to roll out AI-created ads for its ad-tier subscribers. These ads are set to debut in 2026.

Amy Reinhard, Netflix’s President of Advertising, asserted that “[Netflix] members pay the same attention to mid-roll ads as they do to shows and movies.”

Translation: Amy Reinhard, durante la reunión, afirmó que los miembros de Netflix prestan la misma atención a los anuncios intermedios que a los programas y películas.

Interestingly, many users might not even notice these invasive ads interrupting shows like Squid Game or Stranger Things. The plan includes thematic pause ads that blend seamlessly with the program, using AI to adjust content dynamically.

Despite Netflix’s optimism, there is skepticism on whether this will engage viewers or simply alienate them further. As many subscribers seem to prefer the cheaper ad-tier only for financial reasons, this initiative could tighten Netflix’s grip on a consumer base increasingly seeking value for money in their subscriptions.

Ultimately, the move appears less focused on enhancing the viewing experience and more on driving users toward ad-free subscriptions amid escalating prices and decreasing leniencies in password sharing.