Netflix integrates GenAI into its shows and films

Netflix is leveraging AI tools to enhance content creation speed and reduce costs.

: Netflix has introduced generative AI technology into the production of its shows and films, first showcased in the Argentine series "El Atonata," where AI was used to create a complex scene of a building collapse far quicker and more cost-effectively than traditional methods. Co-CEO Ted Sarandos emphasized this integration enhances creativity and production efficiency, while AI applications are extended to personalization, search, and advertising on the platform. The company announced revenue of $11.08 billion in the second quarter of 2025, alongside 95 billion hours of content viewed, highlighting the growing impact of non-English titles. Netflix continues to explore AI to expand its interactive advertising and creator tool capabilities.

Netflix has taken a significant step towards integrating generative AI into its production processes, as detailed in a recent announcement. Generative AI, a branch of artificial intelligence focused on creating content autonomously, is now being used by the streaming giant to revolutionize how shows and films are produced. The Argentine series "El Atonata" serves as the inaugural project to feature AI-developed final footage, with the technology used to depict a dramatic building collapse scene.

Co-CEO Ted Sarandos conveyed his enthusiasm for this new technology in a post-results conference call. According to Sarandos, AI allowed Netflix to complete the scene ten times faster than it would have done using traditional special effects and at a decreased cost. This not only accelerates production timelines but also makes advanced visual effects more accessible, which have traditionally been reserved for high-budget productions. This initiative underscores Netflix's commitment to leveraging AI to enhance both quality and efficiency in content creation.

Moreover, Netflix's application of AI is not limited to content production. Co-CEO Greg Peters outlined how the company is expanding AI usage across various functions, including improving personalization algorithms, enhancing search capabilities, and developing interactive ads. This multi-faceted approach to AI integration reflects Netflix's broader strategy to optimize the user experience and drive engagement through technological innovation.

In terms of financial performance, Netflix reported a substantial 16% increase in revenue for the second quarter of 2025, reaching $11.08 billion. Profit rose to $3.13 billion, demonstrating the successful alignment of new technologies with business growth strategies. The platform's global audience consumed over 95 billion hours of content in the first half of the year, with a noteworthy third of this consumption attributed to non-English language titles, highlighting Netflix's expanding international influence.

As Netflix integrates generative AI into its operations, it paves the way for more dynamic and sophisticated entertainment offerings. Sarandos stated that AI-powered tools provide creators with powerful new capabilities for pre-visualization, shot planning, and even complex visual effects like de-aging. As the industry evolves, these advancements promise to unlock previously unimaginable artistic possibilities and set a new standard for digital entertainment creativity.

Sources: TechCrunch, Netflix

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