Companies building video AI tools frequently mention their collaborations with Hollywood to enable advanced creative workflows. On Thursday, Netflix confirmed it has begun integrating AI into the production of its movies and series. Reports Technology News
During the company’s post-earnings conference call, co-CEO Ted Sarandos announced that Netflix featured “the very first GenAI final footage to appear on screen” in the Argentine series El Atonata. According to Sarandos, Netflix’s in-house production team worked closely with the show’s producers to use generative AI in creating a scene involving a collapsing building.
He emphasized that the use of AI allowed the team to complete the visual effect 10 times faster than with traditional methods—and at a significantly lower cost.
“We strongly believe AI presents a tremendous opportunity to help creators make films and shows not just more affordably, but more effectively,” Sarandos said. “These are real people using powerful new tools. Our creators are already reaping benefits in areas like pre-visualization, shot planning, and visual effects. Advanced VFX like de-aging, once exclusive to big-budget productions, are becoming more accessible.”
Co-CEO Greg Peters added that Netflix is leveraging generative AI in other areas of its platform, including personalization, search, and advertising. The company plans to introduce interactive AI-powered ads in the second half of 2025. Earlier this year, it launched an AI-driven search feature to enhance user experience.
For the second quarter, Netflix reported revenue of $11.08 billion—up 16% year-over-year—with a profit of $3.13 billion. Viewership remained strong, with users streaming over 95 billion hours of content in the first half of 2025. Notably, non-English titles accounted for one-third of all viewing hours.
