Netflix is testing GenAI mid-roll and pause ads designed to match viewer attention with personalized engagement.
Netflix is rolling out GenAI mid-roll and pause ads, aiming to blend commercial content more naturally into the viewer experience. These interactive ad formats use GenAI to generate visuals, scripts, or segments tailored to context—matching tone, genre, or viewer habits. The goal is to hold attention as effectively as the shows themselves, a key challenge in today’s ad-fatigued landscape.
According to Netflix’s ad president Amy Reinhard, viewers on the ad-supported tier give just as much attention to mid-roll ads as they do to main content. GenAI helps make that possible by creating content that adapts in real time. Instead of static ads, the system can alter elements—like tone or imagery—based on user engagement signals or program genre. That personalization boosts ad recall and reduces drop-off.
The new formats are part of Netflix’s strategy to grow its ad-supported tier, now with 94 million global users. GenAI enables scalable ad creation without ballooning production costs. More importantly, it gives brands tools to align their messages with the entertainment itself—something traditional ads can’t do. GenAI can even script or visually match an ad’s style to the show being watched, making it feel less intrusive.
For Netflix, this move strengthens both its advertising and personalization strategies. With GenAI, they can serve hyper-relevant ads across different markets and price tiers—improving monetization while preserving the viewer experience. As more consumers seek flexible subscriptions, GenAI-powered content will help Netflix compete on both price and quality.