Case study: Netflix personalizing user engagement with generative AI

The marketing industry constantly seeks innovative ways to capture attention and engage audiences. Generative AI has become a revolutionary tool in this space, enabling the creation of personalized and compelling content at scale, which can significantly enhance campaign effectiveness.

Netflix, a leading global entertainment service, has pioneered the use of AI and machine learning to revolutionize how users engage with content. While it is not a traditional marketing agency, its innovative use of AI for personalization serves as an influential case study in the marketing domain for the following:

• Generative AI for personalized thumbnails: Netflix uses generative AI to create and test different thumbnails for its shows and movies. The AI analyzes individual viewing habits and preferences to generate and display the thumbnails most likely to engage that specific user.
• Tailored content and recommendations...