Ads still keep the lights on, obviously. As such, Netflix—the company who disrupted the whole business in the first place!—is now bragging about how they have the best ad experience of any company in the game.

Netflix is working on a new type of advertisement system, which will use AI to allow brands to integrate their products directly into the look and feel of its shows and movies.

The streaming service has announced plans to use generative AI to link interactive ads with appropriate shows on its ad-supported tier.