In 2026, Netflix embraces AI

With the announcement of its latest quarterly results, Netflix confirmed its plan to increasingly leverage artificial intelligence. We already knew the company was experimenting with it for its productions, but AI will also be integrated into the platform itself, starting with subtitle translation (hello, a few more unemployed people!), and for other internal tools like creating targeted ads. Netflix had this to say: "We continue to leverage artificial intelligence to enhance the experience for our members, and we are expanding these capabilities to support our creative teams and advertisers," Netflix stated. In 2025, we began testing new AI tools to help advertisers create personalized ads based on Netflix's intellectual property, and we plan to further develop these advancements in 2026. We also introduced automated workflows for ad concepts and used advanced AI models to streamline campaign planning, which has significantly accelerated these processes. And to add: "In content production and promotion, we use AI to improve subtitle localization, making it easier to reach a wider global audience with our titles. Additionally, we are implementing AI-powered tools for merchandising, which improves our ability to offer our members the most relevant titles to watch."