Netflix announced plans to deploy generative AI-powered advertising formats on its ad-supported plan, including midroll and pause ads whose creative content is customized using AI to match the visual style and context of the show a subscriber is watching.

At Netflix's 2025 Upfront event, Amy Reinhard, Netflix's President of Advertising, announced that generative AI-powered interactive midroll and pause ads would roll out in 2026 across all ad-supported markets. Netflix confirmed in its January 2026 letter that it began testing AI tools in 2025 to help advertisers create custom ads based on Netflix's intellectual property, and introduced automated workflows for ad concepts. The ads are designed to blend contextually with the shows they appear in — for example, adopting a Stranger Things visual theme during that show's playback. Netflix's ad-supported plan had over 94 million monthly active users as of May 2025.