Netflix: A Case Study on AI

One of the biggest movie releases of the summer was K-pop Demon Hunters on Netflix. With its colorful animation, action-packed fight scenes, intriguing storyline, and a soundtrack full of catchy tunes, it quickly became a family favorite in my household. Even now, my daughter and I are still debating #TeamHuntrix or #TeamSajaBoyz. However, beneath the excitement of that monster hit lies something even more fascinating—the artificial intelligence that powers Netflix.

Founded in 1997 as a DVD rental service, Netflix has since grown into a global streaming giant with more than 270 million subscribers. At the core of this success is artificial intelligence, a key player in the company's evolution. From personalized recommendations to content production and streaming optimization, AI has quietly shaped the Netflix experience into what we know today.

How AI Powers Netflix

1. Content Recommendation

The most visible use of AI on Netflix is its recommendation system. Every time you log in, machine learning models are working in the background, analyzing what you watch, how long you watch it, the ratings you give, and even the searches you make. These insights allow Netflix to group users into "taste profiles" and serve up shows and movies that feel tailored to you. This is not just a fun feature; it is the lifeblood of the platform. About 75 percent of all viewing activity on Netflix comes directly from these AI-driven recommendations.

2. Streaming Optimization

Nothing ruins movie night faster than buffering. To solve this, Netflix uses AI-powered adaptive bitrate streaming. This technology monitors your internet speed and device performance in real-time, then automatically adjusts the video quality to ensure smooth playback. Whether you are watching on a phone with spotty Wi-Fi or on a smart TV with high-speed broadband, AI helps keep the experience seamless.

3. Content Creation and Acquisition

AI not only helps us find shows, but it also assists Netflix in deciding which ones to produce, a process that might intrigue you. By analyzing global viewing patterns, genre trends, and audience engagement data, predictive analytics guide Netflix in choosing what content to invest in. A prime example is the hit series Wednesday, a spin-off of The Addams Family. After the explosive success of season one, Netflix's AI models did more than predict strong demand for season two; they provided concrete data that reduced the risk of producing it.

4. Customer Support and Experience

Behind the scenes, AI-powered chatbots and virtual assistants handle millions of customer queries every year. From troubleshooting playback issues to guiding users through subscription problems, automation ensures faster responses and higher satisfaction. What once took hours of back-and-forth with a support agent can now be solved in minutes.

5. The Globalization of Movies

One of the most exciting impacts of AI at Netflix is its role in cultural exchange. By recommending international content based on user preferences, AI helps break down barriers and introduce audiences to stories from around the world, making you feel more connected to a diverse range of entertainment. For example, the Nigerian series To Kill a Monkey climbed into the global top 10 most-streamed movies this summer. That achievement was possible because AI-driven recommendations helped it reach viewers far beyond Africa.

Conclusion

Netflix's success story is inseparable from its strategic use of artificial intelligence. From personalized recommendations to global content distribution, AI has redefined how we discover, consume, and connect with entertainment. As artificial intelligence continues to evolve, Netflix's commitment to innovation and responsible practices will shape the future of streaming and set new standards for the entertainment industry.

Now time for a refreshing soda pop!