Netflix Accelerates Production with Generative AI in Original Content
Netflix Embraces Generative AI to Streamline Show and Film Production
Netflix has officially begun integrating generative AI (GenAI) into the production of its original films and series, marking a pivotal shift in how the streaming giant creates content. This innovative approach not only speeds up the production process but also enhances creative possibilities and efficiency across multiple workflows.
Breaking New Ground with GenAI in Visual Effects
During a recent post-results conference call, Netflix's co-CEO Ted Sarandos announced that the company had showcased its “very first GenAI final footage to appear on screen” in the Argentine show "El Atonata". In collaboration with its internal production group and show producers, Netflix used AI to generate a visually complex scene depicting a building collapse. Sarandos highlighted that this approach allowed the team to complete the sequence ten times faster and at a significantly lower cost than traditional visual effects methods.
Empowering Creators and Expanding Access
Netflix views AI as a transformative tool for filmmakers and series creators. According to Sarandos, "AI represents an incredible opportunity to help creators make films and series better, not just cheaper." He emphasized that these advancements enable more creators—even those working with smaller budgets—to access high-quality visual effects that were previously only available to blockbuster productions. AI-powered tools are already benefiting creators in stages like pre-visualization, shot planning, and post-production visual effects.
AI Beyond Production: Personalization and Advertising
Co-CEO Greg Peters shared that Netflix is leveraging GenAI in other areas, including:
- Personalization: Enhancing user recommendations and content discovery.
- Search: Rolling out an AI-powered search tool to improve the viewing experience.
- Advertising: Plans to introduce interactive AI-powered ads in the second half of 2025.
Earlier this year, Netflix launched its generative AI-powered search tool, further demonstrating its commitment to integrating advanced AI throughout the platform.
Impressive Performance and Global Reach
Netflix reported a robust financial performance in Q2 2025, with revenue climbing to $11.08 billion (up 16% year-over-year) and profits reaching $3.13 billion. Viewership remains strong, with over 95 billion hours of content watched in the first half of the year. Notably, non-English titles accounted for one-third of all views, underscoring Netflix’s global appeal and the growing diversity of its audience.
Looking Ahead: AI’s Expanding Role in Entertainment
Netflix’s pioneering use of generative AI in both creative and operational domains signals a new era for the entertainment industry. By combining human creativity with advanced AI tools, the company aims to deliver richer, faster, and more immersive viewing experiences for audiences worldwide.
