- FURTHER READING: Netflix Users May Face a £1,000 Fine for Utilizing New Feature
Disliking interruptions from ads during your favorite TV shows or movies is common enough, but the situation might soon become even more bothersome. Netflix users.
During its 'Upfront' event on Wednesday, the streaming behemoth announced plans to introduce ads created using 'generative AI '.
In 2026, these AI-created advertisements will start showing up not just during mid-rolls but also whenever viewers pause their content.
The sole method to eliminate these bothersome interruptions is by opting for the pricier ad-free subscription options.
However, adding another layer of complexity, Netflix states that AI will be employed to 'quickly pair advertisers' commercials with the universes of our series.'
Instead of viewing a typical advertisement, users might see a commercial for an item they had looked up earlier that day, blended with content from a television program.
As reported by The Verge An illustration provided to advertisers featured a product set against a backdrop inspired by the popular Netflix series Stranger Things.
Nevertheless, angry Netflix subscribers have taken to social media to voice their frustration, with one stating: "I'm just about ready to hit the cancel subscription button on Netflix."
In 2022, Netflix introduced an advertising-supported tier of their subscription plan as a more affordable option compared to their primary offering.
As compensation for viewing advertisements during streamed content, subscribers pay £5.99 monthly ($7.99 USD), instead of the £12.99 (£$17.99 USD) fee for an advertisement-free standard plan.
Currently, Netflix reports that of their 300 million total subscribers, 94 million have chosen the plan that includes advertisements.
This represents an increase of 34 percent compared to last November and exceeds twice the 40 million ad-supported subscriptions that Netflix reported for the same period last year.
Although this aspect of the business is fairly recent for Netflix, the company appears ready to quickly expand its advertising revenue.
At the Upfront event, when addressing advertisers, Amy Reinhard, who serves as the president of advertising at Netflix, stated: "We have established the groundwork for our ad business, and moving ahead, we anticipate that advancements will accelerate."
A portion of this accelerated development now seems to include advertisements that incorporate AI-generated components.
Netflix states that they can now create personalized ads featuring custom overlays, calls-to-action, secondary screen options, and additional features to ensure each user receives an appropriate advertisement tailored specifically for them.
This indicates that the fresh advertisements will be contextually aware, customized for each individual viewer, and could potentially include interactivity features such as clickable links, QR codes, and specific product placements.
Netflix states: "These formats will be accessible in every country with advertisements by 2026."
Nevertheless, existing Netflix subscribers have already expressed their intention on social media to terminate their subscriptions due to this news.
On what was previously known as Twitter now called X, an individual commented: "Disgusting, absolutely not @Netflix. No one wants this trash. If this gets added, I will never sign up again."
'@netflix seems like everyone dislikes AI. I guess it’s time for me to end my subscription,' someone else chimed in.
Another person added, "It seems as though they are intentionally driving away subscribers."
On social media, numerous commentators began contemplating alternative ways to watch their favorite programs following the cancellation of their Netflix subscription.
On Netflix subscriber wrote: 'I'm at the point of cancelling all of them and just buying DVDs.'
A different comment was made: 'Pirating content from @Netflix is ethically justified.'
Just how these new types of advertisements will influence users has yet to be determined.
Netflix has not yet specified the extent to which user behavior will be monitored to tailor advertisements.
The firm has also not specified how clearly the differences between an AI-created ad and genuine content will be marked.
It’s evident that those who wish to avoid these advertisements will have two options: they can opt for the pricier ad-free version of Netflix or discontinue their use of the service entirely.
MailOnline's request for comment was not promptly addressed by Netflix.
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