Netflix begins utilizing GenAI in its exhibits and movies

Corporations growing video AI fashions and instruments typically discuss working with Hollywood studios to make sure workflows doable. On Thursday, Netflix mentioned that it has began utilizing AI in motion pictures and exhibits it produces.

Talking on the firm’s post-results convention name, the corporate’s co-CEO, Ted Sarandos, mentioned that the platform had “the very first GenAI ultimate footage to look on display” in an Argentine present referred to as “El Atonata.” He famous that Netflix’s inner manufacturing group teamed up with producers to make use of AI to create a scene of a constructing collapsing.

Sarandos mentioned that utilizing AI, the scene was completed 10 occasions quicker than it could have with conventional visible impact instruments, and that it value much less.

“We stay satisfied that AI represents an unimaginable alternative to assist creators make movies and collection higher, not simply cheaper. There are AI-powered creator instruments. So that is actual individuals doing actual work with higher instruments. Our creators are already seeing the advantages in manufacturing via pre-visualization and shot-planning work, and definitely visible results. It was once that solely big-budget tasks would have entry to superior visible results like de-aging,” he mentioned in the course of the name.

Co-CEO Greg Peters mentioned Netflix is utilizing gen AI in different areas as nicely, together with personalization, search and advertisements, and that the corporate goals to roll out interactive advertisements within the second half of this 12 months. Earlier this 12 months, the corporate rolled out AI-powered search.

Within the second quarter, Netflix reported income of $11.08 billion, up 16% from a 12 months earlier, and revenue of $3.13 billion. It famous that customers watched over 95 billion hours of content material within the first half of 2025, with non-English titles accounting for one-third of all its views.