Netflix plans to add standalone video, use AI for controls

Netflix will launch a standalone TikTok video within its apps this month, and it plans to use AI more to create content with emotions, the company said on Thursday.

Netflix has been experimenting still video from last year. A short video can help users to understand video podcastsas well as a current list of programs and films. The company is also leaning heavily on using AI for post-launch controls search powered by ChatGPT last year.

“We’ve been loving and accepting each other for two decades, but we still see opportunities to improve with new technologies,” said Netflix CEO Gregory Peters during the company’s press conference. first quarter call. “The new design-based design engine not only enhances the current customizations but also allows us to iterate and improve faster – and add support for different models even better.”

Co-CEO Ted Sarandos said he sees AI tools improving the entire manufacturing process. “Usually, we expect GenAI to make good things; good tools, good methods (…) It takes a great artist to make great art, and AI will never change.

Last month, Netflix bought it Ben Affleck’s AI production company InterPositivewhich, Sarandos said, has gotten interest from producers.

“With our acquisition of InterPositive, we think that it will support our GenAI technology because it is a proprietary technology that is designed specifically for filmmakers and film production, unlike other GenAI video programs. Although our ownership of InterPositive is very new, we have made an impression with creators who have spent time with the tools, and we are seeing a strong synergy with the implementation.

Netflix has also said it wants to use AI to improve its ads, allowing for new features and customizations to return better results. The company expects to generate $3 billion in advertising revenue this year.

Netflix reported revenue of $12.25 billion in Q1 2026, up 16.2% year over year, and said profit jumped 83% to $5.28 billion. Along with its first quarter results, Netflix said its founder and chairman, Reed Hastingshe is leaving the company’s board this summer.

In theory, the company increased the subscription prices in the US at the end of last monthwhich may have a positive effect on the next quarter. The company said it will end 2025 with 325 million paying subscribers.