Netflix has started using generative artificial intelligence (GenAI) in its film and series production. This move marks a major change in how the streaming giant creates content.
During Netflix’s recent earnings call, co-CEO Ted Sarandos announced that GenAI was used in the upcoming Argentine sci-fi series El Eternauta. A scene showing a building collapse was created using AI-generated footage. This method was faster and cheaper than traditional visual effects.
Sarandos said the AI-produced scene was completed ten times faster than usual. He emphasized that Netflix uses AI to help creators improve their work, not just cut costs. The company’s internal production team worked closely with external producers to develop the AI-enhanced scenes.
Netflix is also applying AI tools in different production stages. These include shot planning, pre-visualization, and de-aging effects. These features were once only available for high-budget projects.
Co-CEO Greg Peters added that Netflix uses AI beyond production. The platform has launched AI-powered search tools and plans to introduce AI-driven ads in the second half of 2025. AI also helps Netflix improve personalization and advertising on the platform.
The use of AI in the entertainment industry has raised concerns about jobs and creativity. However, Netflix says AI supports human creativity and helps artists do better work.
Netflix reported strong financial results for the second quarter of 2025. Revenue reached $11.08 billion, a 16% increase compared to last year. Viewers watched over 95 billion hours of content in the first six months of 2025. Around one-third of viewing hours were for non-English titles. This highlights Netflix’s growing international reach.
Overall, Netflix’s integration of AI shows its commitment to innovation and content diversity. The company aims to enhance the creative process while offering viewers more diverse and engaging entertainment.
