Having your favourite TV show or movie interrupted by adverts is already frustrating, but things could soon be getting worse for Netflix users. At its'Upfront' event on Wednesday, the streaming giant revealed that it would be incorporating adverts made with'generative AI'. Arriving in 2026, these AI-generated adverts will begin to appear not only during mid-content breaks but also when users press pause. And the only way to get rid of these annoying intrusions will be to pay for the more expensive ad-free subscriptions. But in a further twist, Netflix says AI would be used'instantly marry advertisers' ads with the worlds of our shows'.

A new artificial intelligence programme may be set to upset a lot of freeloading Netflix customers and help the video streaming company gains billions of dollars in lost revenue. Currently, Netflix customers can share their password with friends and family, but new software from a United Kingdom start-up Synamedia looks ready to put an end to that by determining where users are logging into their accounts, reports 7News. Introduced at the 2019 Consumers Electronic Show, the AI allows streaming sites to understand the behaviour of users, including seeing if their account is being accessed in different locations away from where the user typically views Netflix content. Up to 35 percent of millennials share passwords for streaming sites according to a study by media research firm Magid. A Parks Associate study found nearly NZD1.8 billion is lost to account sharing each year.

Netflix memberships are like a bag of chips. Sharing a Netflix password may be a criminal act, according to the U.S. Ninth Circuit Court of Appeals. It issued a ruling last week that declares password sharing without authorization is a crime that can be prosecuted under the U.S. Computer Fraud and Abuse Act. It's unlikely you're going to be arrested for watching "Orange Is The New Black" using your friend's Netflix account, even though it violates the company's terms of use. Netflix terms of use allow only the primary account owner to have "exclusive control" of the account, and say that person should not reveal their password.