Netflix confirms its plans to further its AI tools.
For wrestling fans in the United States, Netflix is the home of WWE Raw. For international fans, Netflix provides a lineup of Raw, WWE NXT, WWE SmackDown, and WWE premium live events. Both demographics also have access to WWE’s expansive media library on the streaming service.
According to its Q4 2025 earnings report, Netflix has plans to make some changes, or rather extensions, to its streaming experience. The popular platform will specifically increase its usage of AI in 2026, with subtitle localization, advertisements, and merchandising as some of the affected areas.
“We continue to harness AI to enhance the experience for our members, and we’re expanding these capabilities to support our creative teams and advertisers,” Netflix wrote. “In 2025, we began testing new AI tools to help advertisers create custom ads based on Netflix’s intellectual property, and we plan to build on this progress in 2026. We also introduced automated workflows for ad concepts and used advanced AI models to streamline campaign planning, significantly speeding up these processes.
“In content production and promotion, we’re using AI to improve subtitle localization, making it easier for our titles to reach more viewers around the world. Additionally, we’re implementing AI-driven tools to help with merchandising, which improves our ability to connect members with the most relevant titles for them to watch.”
As of this writing, it is unclear as to when the artificial intelligence ramp-up will roll out on Netflix, or how it could potentially affect WWE content compared to other programming.
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