Free, ad‑supported streamer Tubi is turning to artificial intelligence to lure Gen Z viewers and narrow the gap with rivals. The platform hopes AI‑driven recommendation engines and ad insertion will keep younger users scrolling longer, a demographic that favors subscription services. By embedding machine‑learning tools into its content discovery, Tubi aims to boost engagement while staying free and open new revenue streams for its parent Fox Corp.

Industry analysts note that ad‑supported models have gained traction as cord‑cutting accelerates, but capturing attention from Gen Z remains challenging. Tubi’s AI push follows broader trends where streaming firms experiment with data‑rich interfaces to out‑smart rivals like Netflix and Disney+ and emerging niche platforms such as Roku. The move could attract advertisers eager to reach a tech‑savvy audience at scale.

Investors will watch Tubi’s user metrics closely; a measurable lift in watch time could validate the AI spend and pressure competitors to upgrade their own recommendation stacks. Should the strategy deliver higher ad CPMs, the service could improve profitability while remaining free to consumers. AI integration thus becomes a tangible lever for market share growth in the fiercely competitive streaming arena.