Netflix has made it official: starting this year, AI-generated ads tailored in real time to each viewer. 94 million subscribers affected. Amazon, YouTube, LG are following the same path.
For 30 years, the job consisted of validating ONE film. Tomorrow, you will define a framework — territory, tone, boundaries — and a system will generate the variations on the fly.
Three things are changing:
The brief no longer describes a film; it describes a playing space. What the brand can say, what it must never say, the emotions targeted. Brands without a clear territory will pay dearly.
Control moves upstream. No one will review thousands of variants. Less validation, more framing. This requires trust in your brand platform that many do not have.
Responsibility remains human. An ad that adapts to my habits is clever. An ad that seems to know what I feel is unsettling. It is the brand — not the algorithm — that we will hold responsible.
AI does not replace strategy; it amplifies it. Brands with a clear point of view will reap a disproportionate advantage. Others will produce personalized noise — which is worse than silence.
https://www.danstapub.com/netflix-diffuser-publicites-generees-ia-2026/ https://mountain.com/blog/ai-generated-tv-commercials/
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