Netflix Starts Using Genai In Its Shows And Films

Companies processing video AI models and tools often talk astir moving pinch Hollywood studios to make definite workflows possible. On Thursday, Netflix said that it has started utilizing AI successful movies and shows it produces.

Speaking astatine nan company’s post-results convention call, nan company’s co-CEO, Ted Sarandos, said that nan level had “the very first GenAI last footage to look connected screen” successful an Argentine show called “El Atonata.” He noted that Netflix’s soul accumulation group teamed up pinch producers to usage AI to create a segment of a building collapsing.

Sarandos said that utilizing AI, nan segment was vanished 10 times faster than it would person pinch accepted ocular effect tools, and that it costs less.

“We stay convinced that AI represents an unthinkable opportunity to thief creators make films and bid better, not conscionable cheaper. There are AI-powered creator tools. So this is existent group doing existent activity pinch amended tools. Our creators are already seeing nan benefits successful accumulation done pre-visualization and shot-planning work, and surely ocular effects. It utilized to beryllium that only big-budget projects would person entree to precocious ocular effects for illustration de-aging,” he said during nan call.

Co-CEO Greg Peters said Netflix is utilizing gen AI successful different areas arsenic well, including personalization, hunt and ads, and that nan institution intends to rotation retired interactive ads successful nan 2nd half of this year. Earlier this year, nan institution rolled retired AI-powered search.

In nan 2nd quarter, Netflix reported gross of $11.08 billion, up 16% from a twelvemonth earlier, and profit of $3.13 billion. It noted that users watched complete 95 cardinal hours of contented successful nan first half of 2025, pinch non-English titles accounting for one-third of each its views.