Netflix Is Now Using AI for Subtitle Localization, Custom Ads, and More

Netflix has confirmed plans ramp up AI usage astatine the company, with plans to grow its tools for subtitle localization and advertisement instauration for its subscribers successful 2026.

The streaming elephantine touched connected its plans for the caller twelvemonth arsenic portion of the Q4 2025 net study published today. While immoderate of its programming plans stay nether wraps, the institution says audiences tin expect artificial quality to play a larger relation successful its contented rollout successful the months ahead.

Netflix’s doubling down connected AI follows its experimentation with the arguable exertion successful 2025. Examples of planned interior tools see the instauration of customized ads, subtitle localization, and merchandising, each of which subscribers tin expect much of successful 2026.

“We proceed to harness AI to heighten the acquisition for our members, and we’re expanding these capabilities to enactment our originative teams and advertisers,” Netflix said. “In 2025, we began investigating caller AI tools to assistance advertisers make customized ads based connected Netflix’s intelligence property, and we program to physique connected this advancement successful 2026. We besides introduced automated workflows for advertisement concepts and utilized precocious AI models to streamline run planning, importantly speeding up these processes.”

We proceed to harness AI to heighten the acquisition for our members, and we’re expanding these capabilities to enactment our originative teams and advertisers.“

“In contented accumulation and promotion, we’re utilizing AI to amended subtitle localization, making it easier for our titles to scope much viewers astir the world. Additionally, we’re implementing AI-driven tools to assistance with merchandising, which improves our quality to link members with the astir applicable titles for them to watch.”

Custom ads person and volition interaction those successful Netflix’s $7.99/month “Standard with ads” tier much than those successful the Standard and Premium tiers, though however the institution plans to “build” connected AI usage successful this respect remains unclear. Subtitles generated with AI support, however, could impact each tier Netflix watcher, careless of their subscription level.

The streamer’s involvement successful AI-generated contented isn’t overmuch of a surprise. Last May, it confirmed plans to integrate the exertion into its midroll and intermission ads by 2026. Just a fewer months later, the institution commented connected however viewers consciousness astir artificial intelligence, saying that audiences “probably don’t attraction overmuch astir budgets, and arguably not adjacent astir the exertion utilized to present it,” astatine the time.

Meanwhile, Netflix said contiguous that it amassed an further 23 cardinal subscribers done 2025. With reporting from past January putting its full number astatine 302 million, today’s update has it astatine astir 325 million.

For much connected Netflix, you tin cheque retired our explainer connected each of its disposable prices and plans. You tin besides spot however its program to acquisition Warner Bros. could interaction movie theaters successful the future.

Michael Cripe is simply a freelance writer with IGN. He's champion known for his enactment astatine sites similar The Pitch, The Escapist, and OnlySP. Be definite to springiness him a travel connected Bluesky (@mikecripe.bsky.social) and Twitter (@MikeCripe).