Without revealing all its secrets, Netflix has laid out how it uses AI to market shows and predict their success. We already knew that Netflix shuffles and redesigns its interface and show tiles, apparently on the fly, to hook more viewers. But it also uses AI to compare new shows to those its country-by-country viewership watched in the past and to tap into metadata and information on non-Netflix shows, too. The explanation is a little (well, very) dry, but the AI goes beyond Netflix's own data to hedge the company's bets, for less risk, more profit. If, for example, a drama is likely to fare well in Spain, Netflix could increase marketing in the region and prep dubs and subtitles earlier than usual.