Netflix has started using generative artificial intelligence (GenAI) in its film and TV productions, a move that enhances creativity and efficiency. Co-CEO Ted Sarandos announced this during the company’s post-earnings call on July 17, 2025.
The platform first applied GenAI to create a building collapse scene in the Argentine series “El Eternauta.” This approach completed the visual effects 10 times faster and at a lower cost than traditional methods, as reported by TechCrunch.
Netflix starts using GenAI in its shows and films | TechCrunch https://t.co/9vYqVIRUJE
— TechCrunch (@TechCrunch) July 18, 2025Sarandos stressed GenAI’s role beyond cost-cutting: “We remain convinced that AI represents an incredible opportunity to help creators make films and series better, not just cheaper.” He highlighted benefits in pre-visualisation, shot planning, and visual effects. Previously, advanced tools like de-ageing required large budgets, but GenAI democratizes access for smaller projects.
Netflix said that it used generative AI to produce visual effects that appeared for the first time on screen in one of its original sci-fi series ‘El Eternauta (The Eternaut),’ employing a technology that has been a source of anxiety throughout Hollywood https://t.co/KsSaDBUXEn
— Reuters (@Reuters) July 18, 2025Co-CEO Greg Peters noted GenAI’s use in personalisation, search, and advertising. Netflix plans to launch interactive ads in late 2025, following the introduction of its AI-powered search earlier this year.
The company reported $11.08 billion in revenue for Q2 2025, a 16% year-over-year increase, with $3.13 billion in profit. Viewers watched over 95 billion hours in H1 2025, with non-English content comprising one-third. The integration positions Netflix at the forefront of AI-driven entertainment, potentially transforming industry standards.
