Global streaming giant Netflix has announced the integration of generative artificial intelligence (GenAI) into its film and TV production processes. This marks a major shift in how the platform develops and finalizes its content. The news was shared during Netflix’s quarterly earnings call, where co-CEO Ted Sarandos revealed that AI-generated footage was used in the upcoming Argentine science fiction series El Eternauta (The Eternaut).
The series, adapted from a classic graphic novel, features a scene of a collapsing building, which Sarandos described as “the very first GenAI final footage to appear on screen.” The use of generative AI allowed the visual effects for this scene to be completed 10 times faster than traditional methods and at a significantly reduced cost.
Sarandos highlighted that Netflix sees AI as an incredible opportunity to enhance the creative process. “We remain convinced that AI represents an incredible opportunity to help creators make films and series better, not just cheaper,” he explained. AI-powered creator tools are now enabling real people to do real work with improved tools, making the production process more efficient and innovative.
Generative AI is being applied across various stages of production, including pre-visualization, shot planning, and even de-aging — capabilities that were previously reserved for high-budget projects. Netflix’s internal production team worked closely with external producers to bring the AI-enhanced scenes to life, showcasing the platform’s commitment to blending technology with human creativity.
In addition to its role in content production, Netflix is also using AI to improve its platform’s user experience. Co-CEO Greg Peters noted that AI technologies are enhancing personalization, advertising, and search functions. Earlier this year, Netflix introduced an AI-powered search feature and plans to launch interactive, AI-driven advertisements in the second half of 2025.
While the use of AI in Hollywood has sparked debates, particularly regarding job security and creative control, Netflix portrays generative AI as a tool designed to augment, not replace, human creativity. The platform’s adoption of AI reflects its evolving approach to entertainment, with a focus on improving both the efficiency and quality of its content.
Netflix also reported strong financial results for Q2 2025, with revenue rising by 16% year-over-year to $11.08 billion. The platform continues to grow globally, with non-English content accounting for about one-third of all viewing hours, further illustrating Netflix’s expanding international reach and content diversity.
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