Netflix has long been recognized as a pioneer in personalization, leveraging member preference data to recommend the most engaging shows, movies, and games. In recent years, we have expanded our use of machine learning and data-driven approaches to support a wide array of upstream creative and operational workflows. In this talk, we will discuss how modern AI methods – contrastive learning, transformers, cross-modal retrieval, graph neural networks, etc. – are transforming the curation, localization, promotion, and launch of stories on a global scale. A distinctive aspect of our work is the integration of highly creative assets—text, images, video, and speech—alongside traditional tabular datasets. We will highlight unique challenges that arise at the intersection of multimedia, personalization, and web-scale products, and share how advanced ML/AI techniques are addressing these challenges to connect great stories with our worldwide audience.