More recently, Tubi combined large language models, or LLMs, with deep learning techniques—enabling it to better understand “the nature of the user’s intent,” [Tubi’s chief product and technology officer Mike] Bidgoli says. For instance, an LLM can predict a user’s viewing patterns the way it predicts text from a few letters or words. The company uses a variety of commercial LLMs and its own custom model.

That means Tubi can create a level of “hyper-personalization”—suggesting more personalized shows and movies, as well as ads, based on data like a user’s location and time of viewing, as well as watch history and even what’s in the content.

The company says it automatically plays AI-selected scenes from movies, individualized to viewers as they scroll, and it can create a trail of digital breadcrumbs for them to follow as they delve deeper into subgenres.

“We understand the script, we understand the plot, the subgenre and all of these other things,” Bidgoli said. “We feed that back in the model, and now we can find someone something that’s hyper-personalized for them, but also that foundation helps on the advertising side.”

One of the company’s ad products, called Tubi Moments, uses AI to tag scenes within movies and shows, reflecting the scene’s tone, sentiment and visual cues. In practice, that means a scene featuring a drink gets labeled as a category a beverage maker can buy—allowing the beverage maker to display an ad during the movie’s ad breaks.

Bidgoli and Sud also say that AI tools are going to supercharge creators and people who make video content. A platform like Tubi, they said, isn’t only open to partnering with AI-assisted filmmakers and other creators, but aims to help them earn an income.

“It’s going to lower the barrier,” Bidgoli said. “We want the stories from these sort of creators, and we’re going to let them have a shot.”

The company needs to win over Gen Z viewers, whose attention is captured by TikTok or Instagram as much as television or even streaming, said Sud. More than 34% of Tubi viewers are between the ages of 18 and 34, according to the company.

That age group, which is largely part of Gen Z, is where the company thinks AI can help.

“Last year, Kodak sold more motion-picture film than we have since 2014, so film is definitely growing. In 2025, we also doubled our 65mm finishing capacity to meet the increased demand for large-format film, especially with [the new Imax film cameras coming to market]. So, when people talk about the future of film, I’m not worried about Kodak’s capacity to produce it. Our 35mm sales are stable and strong, and 16mm has grown exponentially for years. And one of the most exciting things happening now is the at the base of the pyramid: We’re less reliant on big studio features and television shows because there’s so much growth within the emerging-filmmaker demographic, from student films to music videos to commercials to small indie features.”

Today, Kodak is officially making VERITA 200D available to the general public, after collaborating on its creation with “Euphoria” cinematographer Marcell Rév, who used the 35mm and 65mm versions to shoot the upcoming Season 3 premiere set for this Sunday.

The medium-speed, daylight-balanced film stock is being billed as “classically cinematic,” rendering colors and skin tones in a way that more closely mirrors older film stocks, and differs from the pristine look of Kodak’s flagship VISION3 stock.