Generative artificial intelligence is shifting entertainment from recommending existing content to creating content tailored to one specific person. Fortnite’s AI-powered non-player character feature, called conversations, exited experimental testing and began rolling out to island creators on July 30, according to an announcement on the company’s website. The feature replaces scripted dialogue trees with characters who talk, react and respond to a specific player’s actions, rather than repeating the same lines to every player, according to an April announcement. Kaon AI applies the same logic to narrative video, generating a distinct story world for each viewer in real time. It has raised $60 million in Series B funding. Netflix has tested AI-generated ad creative dynamically matched to the visual world of the specific show a viewer is watching, Adweek reported May 13. “Brands including DoorDash, Target and TurboTax have tested the tool, and Netflix said it has significantly improved both quality and execution,” the report said. “The company plans to expand it to all ad-supported regions by year’s end.” Netflix is also testing personalized ad loads and frequency caps, PPC Land reported May 14. Spotify is building a Large Taste Model, trained on 3.4 trillion daily signals from listener activity, to generate individualized audio and remixes, according to a May 21 recap of the company’s 2026 Investor Day. Disney’s experience shows why that bet is harder to execute, as OpenAI announced in December it would receive a