Businesses that create video AI models and technologies frequently discuss collaborating with film studios to enable certain workflows. Netflix announced on Thursday that it has begun incorporating AI into its produced films and television series.
Ted Sarandos, the company’s co-CEO, stated on the post-results conference call that the platform included “the very first GenAI final footage to appear on screen” in the Argentine television program “El Atonata.” He mentioned that Netflix’s in-house production team collaborated with filmmakers to create a scene of a building collapse using artificial intelligence.
According to Sarandos, the scene was completed ten times quicker and at a lower cost with AI than it would have using conventional visual effects methods.
“We remain convinced that AI represents an incredible opportunity to help creators make films and series better, not just cheaper. There are AI-powered creator tools. So this is real people doing real work with better tools. Our creators are already seeing the benefits in production through pre-visualization and shot-planning work, and certainly visual effects. It used to be that only big-budget projects would have access to advanced visual effects like de-aging,” Sarandos said during the call.
According to co-CEO Greg Peters, Netflix plans to launch interactive advertisements in the second half of this year and is utilizing gen AI in other areas such as search, personalization, and advertising. The startup launched AI-powered search earlier this year.
Netflix reported $11.08 billion in sales and $3.13 billion in earnings for the second quarter, up 16% over the same period last year. In the first half of 2025, users viewed over 95 billion hours of material, with one-third of all views coming from non-English titles, according to the report.
Disclaimer: The information presented in this article is for informational purposes only and reflects publicly available statements and developments related to Netflix’s use of generative AI technologies. References to specific tools, technologies, companies, or strategies are not endorsements and do not imply any formal affiliation with or endorsement by the mentioned parties unless explicitly stated. Statements from Netflix executives are attributed based on available sources and may be subject to interpretation or change. Readers are encouraged to consult official sources and conduct independent research before drawing conclusions or making business decisions related to AI in media production.
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