- Netflix is incorporating artificial intelligence into around 300 titles this year, using the technology from early planning to post-production.
- The streamer’s goal is to help productions work faster and more efficiently, allowing creators to deliver higher-quality output in less time and at a lower cost.
- AI is being used not only for visual effects but also to improve content recommendations, advertising, and animation, with Netflix’s recent acquisition of InterPositive expected to provide filmmakers with more production tools.
Artificial intelligence is becoming a much bigger part of Netflix’s creative pipeline. The streamer says the technology is already shaping hundreds of productions. What was once viewed as an experimental tool is now being woven into projects across multiple stages of filmmaking. Netflix says the goal isn’t to replace artists but to help productions accomplish more while keeping ambitious scenes within reach.
The growing role of AI in Netflix movies and TV shows
Netflix disclosed in its second-quarter earnings report that around 300 titles have used generative AI during production this year. According to the streamer, the technology has been applied from early planning and previsualization to post-production and even release. It highlighted projects including the Indian sports drama Glory, Brasil 70: A Saga do Tri, and the documentary series The American Experiment, where AI helped create larger crowds and more elaborate battle sequences
Netflix says AI is helping its teams work faster without making movies and shows feel smaller or less ambitious. According to the company, the technology lets creators deliver “higher-quality output” in less time and at a lower cost than traditional production methods. Netflix even noted that some large-scale scenes may never have been finished without generative AI.
The company’s AI push goes far beyond visual effects. It’s also using the technology to improve content recommendations, advertising, and animation. On top of that, Netflix expects its recent acquisition of Ben Affleck’s InterPositive to give filmmakers even more production tools. Co-CEO Ted Sarandos said the partnership is still in its “early days” but is already supporting creative teams alongside Netflix’s own technology.
Sarandos made it clear that Netflix sees AI as a creative assistant, not a replacement for filmmakers. Using The American Experiment as an example, he said the production included 17 minutes of AI-supported footage, allowing the team to finish certain sequences in about half the time and at roughly “half the cost.” Even with those gains, he emphasized that great storytelling still depends on talented filmmakers, with AI serving as another tool in their creative process.
The comments came alongside another solid earnings report for Netflix. The streaming company posted $12.56 billion in quarterly revenue, a 13.4% increase from the same period last year, while net income reached $3.4 billion.
