A Study on Exploring Consumer Engagement with Ai-Driven Experiences on Netflix Streaming Platform

This study explores consumer engagement in AI-driven experiences within the context of Netflix streaming. As artificial intelligence (AI) plays an increasingly pivotal role in shaping personalized content delivery and user interactions, understanding its impact on consumer engagement is essential for optimizing user satisfaction and retention. This research investigates how Netflix’s AI algorithms influence viewer behavior, content discovery, and overall user engagement. Through qualitative and quantitative methods, including surveys, interviews, and data analytics, the study examines key factors such as personalized recommendations, AI-powered search features, and content curation in driving consumer engagement. The findings reveal insights into how AI technologies enhance user experience, foster deeper engagement, and influence decision-making processes related to content consumption. Furthermore, the research addresses potential challenges and ethical considerations in the use of AI in streaming platforms. This study contributes to the growing body of knowledge on the intersection of AI and consumer behavior, offering actionable recommendations for streaming services to enhance engagement and improve user satisfaction through innovative AI experiences.