Following the use of AI during the production of the series "El Eternauta," Netflix will continue to utilise AI tools, including those from startup Runway AI, according to an anonymous report from Bloomberg. Streaming rival Disney has also taken interest in the AI tech; although there are no concrete plans for them to use the technology. 

Netflix plans to roll out personalised ads by the end of 2025; and according to Netflix, these ads will: 
 

• Match the tone and timing of whatever show you're watching
• Reference products you searched for earlier online
• Adapt in real-time based on your viewing behaviour

So, rather than your show being interrupted by advertisements that have no relevance to your interests or viewing habits, Netflix is looking to amend this by reimaging how their users interact with ads. 

Generative AI has raised the bar when it comes to creativity and somewhat blurred the lines between real life and fiction. While the introduction of personalised ads looks to be a trial, could it be the norm for Netflix viewers? And subsequently, could other streaming platforms follow suit in using Gen AI if it is received well by viewers?