Netflix starts using GenAI in its shows and films

Companies that develop video AI models and tools often talk about working with Hollywood Studios to make certain workflows possible. On Thursday, Netflix said that the AI started to use in films and shows that it produces.

Speaking during the Post-Results conference interviews of the company, Co-CEO Ted Sarandos said that the platform “The very first Genai had last images that appear on the screen” in an Argentinian show called “El Eternauta” (“The Eternn Naut”). He noted that the internal production group of Netflix collaborated with producers to use AI to create a scene of a building collapse.

Sarandos said that the use of AI, the scene was completed 10x faster than it would have with traditional visual effect tools, and that it cost less.

“We remain convinced that AI offers an incredible opportunity to help makers make films and series better, not only cheaper. There are AI-driven maker aids. So these are real people who really do work with better tools. Our makers see the benefits in production through pre-visualization and shot planning work. The only used great-budget projects.

Co-CEO Greg Peters said that Netflix also uses generative AI in other areas, including personalization and search and advertisements, and the company wants to roll out interactive advertisements in the second half of this year. Earlier this year, the company introduced AI-driven search.

In the second quarter, Netflix reported a turnover of $ 11.08 billion, an increase of 16% compared to a year earlier, and the profit of $ 3.13 billion. It noted that in the first half of 2025 users watched more than 95 billion hours of content, with non-English titles that have a third of all his views good.