Netflix Embraces Generative AI in Film & TV Production

Netflix Integrates AI into Film and Series Production

Numerous companies specializing in video AI model development and associated tools frequently discuss collaborations with Hollywood studios to facilitate advanced workflows. Recently, Netflix announced the commencement of AI utilization within its original movies and television programs.

First On-Screen Use of Generative AI

During the company's quarterly earnings conference call, co-CEO Ted Sarandos revealed that the platform featured “the very first GenAI final footage” in the Argentine production, “El Eternauta” (“The Eternaut”).

He explained that Netflix’s in-house production team collaborated with producers to leverage AI for the creation of a building collapse sequence.

Efficiency and Cost Savings

According to Sarandos, employing AI technologies resulted in the completion of this scene ten times faster than would have been achievable using conventional visual effects methods.

Furthermore, the implementation of AI led to a reduction in overall production costs.

AI as a Creative Enhancement Tool

“We continue to believe that AI presents a significant opportunity to empower creators in producing superior films and series, extending beyond mere cost reduction,” Sarandos stated.

He highlighted the availability of AI-driven tools designed to assist creators, emphasizing that these are tools used by professionals to enhance their work.

AI is already benefiting production processes through advancements in pre-visualization, shot planning, and visual effects. Previously, sophisticated visual effects, such as de-aging techniques, were largely confined to high-budget projects.

Expanding AI Applications at Netflix

Co-CEO Greg Peters indicated that Netflix is also exploring the application of generative AI in areas like content personalization, search functionality, and advertising.

The company intends to launch interactive advertisements during the latter half of the current year.

Earlier in the year, Netflix introduced a search feature powered by AI.

Financial Performance and Viewership

In the second quarter, Netflix reported revenue totaling $11.08 billion, representing a 16% increase year-over-year.

The company’s profit for the quarter reached $3.13 billion.

Viewership data revealed that users consumed over 95 billion hours of content in the first six months of 2025.

Notably, non-English language titles accounted for approximately one-third of all viewing hours.