Netflix viewers are threatening to cancel their subscription over the latest news that the streaming service is set to start showing AI adverts during shows.
It's somewhat ironic that Netflix is seemingly following in the tracks of its own show Black Mirror, by treating its lowest tier of subscribers to new AI adverts.
In the first episode of the latest series, 'Common People', Rashida Jones starts spewing out adverts at work, as she cannot afford to pay for a higher tier of subscription for the tech keeping her alive.
There's no doubt that the TV and film provider has plenty of 10/10 entertainment on there, even the new norm is waiting several years between seasons. I'm looking at you Stranger Things.
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But after years of price rises in the cost-of-living crisis, and the more recent introduction of ads, this could well be the final straw for some users to make them leave the platform for good.
Amy Reinhard, president of advertising at Netflix, said at an event for advertisers (as reported by the Daily Mail): "The foundations of our ads business are in place, and going forward, the pace of progress will be even faster."
The new adverts are expected to arrive in 2026, with Netflix confirming that they will appear not just in the usual scheduled breaks, but also when you press pause, with AI also employed to make the advert relevant to whatever you're watching at the time.
Users could be shown a commercial for a product they'd searched for earlier that day, mixed with content from the show on your telly, which isn't worrying at all.
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It isn't clear how users will be able to differentiate between AI adverts, and non AI adverts. After all, it's come a long way in the last few years.
AI isn't everyone's favourite, as there's always the chance that it could take work away from a real person, and it seems as if plenty of people will reconsider their subscription after hearing the news.
On X, formerly Twitter, one commenter wrote: "Gross no thanks @netflix no one wants this garbage. I'll never subscribe again if this get[s] put in."
"@netflix nobody likes AI. Guess it's time to cancel the subscription," another added.
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A third said: "It's like they're trying to lose subscriptions."
On social media, many commenters even started to consider how they would access their favourite shows, should they make the decision to cancel their subscription.
One Netflix subscriber wrote: "I'm at the point of cancelling all of them and just buying DVDs."
LADbible has contacted Netflix for comment.
Topics: Netflix, AI, Technology, TV and Film
James Moorhouse