Netflix Embraces AI: A New Era in Entertainment
Netflix is shaking things up in the entertainment world by officially incorporating generative artificial intelligence (GenAI) into its film and television projects. This change was announced during their post-results conference call on July 17, showcasing a significant shift in how content is created.
Co-CEO Ted Sarandos revealed that Netflix utilized GenAI for the very first time in the Argentine series El Atonata. A scene featuring a building collapse was produced using AI, which completed the work ten times faster than traditional visual effects techniques and at a significantly lower cost. This innovation highlights Netflix’s commitment to leveraging technology for creative enhancement rather than just cost reduction.
Sarandos noted, “We remain convinced that AI represents an incredible opportunity to help creators make films and series better, not just cheaper." This insight reflects a broader vision: AI isn’t just a tool but a partner in the creative process. The platform has already seen benefits in production phases such as pre-visualization and shot planning.
Interestingly, the use of AI tools has historically been confined to high-budget productions, making advanced visual effects accessible mostly to larger projects. But with Netflix’s new approach, smaller productions can now tap into these cutting-edge resources without breaking the bank.
Alongside visual effects, Netflix is also applying GenAI in other vital areas like personalization, search, and advertising. Co-CEO Greg Peters mentioned plans for interactive ads set to launch later this year, following the rollout of AI-powered search earlier in 2025.
In terms of performance, Netflix reported impressive figures, including $11.08 billion in revenue for Q2 2025, marking a 16% increase from the same period last year. With 95 billion hours of content viewed in the first half alone, and non-English titles making up a third of all views, it’s clear that the platform is thriving.
As we witness these exciting changes at Netflix, it’s a reminder of how technology continues to shape the entertainment landscape. If you’re intrigued by how AI and creative endeavors are evolving together, consider connecting with Pro21st for more insights!
