Netflix Expands Generative AI Use

Netflix is dramatically expanding generative AI across its streaming platform, advertising business and content production, calling the technology central to improving creativity, personalization and monetization. The company is rolling out new interactive personalized ad formats and conversational search features and plans to test AI‑generated ad creative and placements. Netflix says it already uses generative tools for concept art, set design, visual effects and de‑aging (e.g., Eyeline) and that these tools will speed production and expand creative options under human supervision rather than replace artists. It has issued production guidance, but the arrival of more powerful models and regulations like the EU AI Act raise compliance and trust risks, prompting calls to treat AI use as a 'soft skill' that preserves empathy and brand voice. Journalists and independent creators see opportunities to broaden coverage and income but warn of hallucinations, 'news slop,' and copyright/originality issues, urging ethical guidelines, human oversight and iterative editing workflows to maintain trust and quality.