Netflix starts using GenAI in its shows and films

In a significant move for the entertainment industry, Netflix has announced the incorporation of generative AI into its film and television projects. During a recent conference call following the company's earnings report, co-CEO Ted Sarandos revealed that the streaming giant has utilized AI technology in its production processes for the first time. This groundbreaking step was highlighted through the Argentine series "El Atonata," which features the platform's initial use of AI-generated final footage. Sarandos explained that Netflix's in-house production team collaborated with external producers to employ AI in crafting a visually striking scene of a building collapsing. Remarkably, this innovative approach allowed the team to complete the scene ten times faster than traditional visual effects methods, while also reducing costs. He emphasized that AI offers extraordinary potential for enhancing the creative process, stating, "We remain convinced that AI represents an incredible opportunity to help creators make films and series better, not just cheaper." The co-CEO further pointed out that AI tools are empowering creators by improving pre-visualization and shot-planning, as well as streamlining visual effects. Historically, sophisticated visual effects techniques, such as de-aging, were reserved for high-budget projects, but with AI, these capabilities are becoming more accessible to a wider range of productions. In addition to content creation, Netflix is also expanding its use of generative AI in various other domains, including personalized recommendations, search functionalities, and advertising strategies. Co-CEO Greg Peters indicated that the company plans to introduce interactive advertisements in the latter half of the year, following the successful launch of AI-driven search features. Financially, Netflix reported impressive growth in the second quarter, with revenues reaching $11.08 billion—an increase of 16% from the previous year—and profits of $3.13 billion. The platform noted that viewers consumed over 95 billion hours of content in the first half of 2025, with non-English programming accounting for a substantial one-third of total viewership.