Netflix is officially using generative AI in its content, and not just behind the scenes.
During the company’s latest earnings call, co-CEO Ted Sarandos revealed that El Eternauta, an Argentine sci-fi series, is the first Netflix production to feature GenAI-generated footage in a final cut.
What was the scene? A full-scale building collapse.
Instead of relying entirely on traditional visual effects (VFX), Netflix’s in-house production team partnered with the show’s producers and tapped into GenAI tools to create the scene.
The result? The VFX work was done 10 times faster and at a lower cost.
AI for More Than Just Speed and Savings
Sarandos emphasized that AI isn’t replacing creators, it’s enhancing their work.
Think of it as giving filmmakers a new set of power tools.
AI is helping directors and production teams speed up tasks like:
- Pre-visualization (think digital storyboarding)
- Shot planning
- Complex VFX like de-aging or destruction scenes
These were once luxuries limited to blockbuster budgets. Now, smaller projects can dream bigger, without blowing their budgets.
“This is real people doing real work with better tools,” Sarandos said.
Not Just for Movies, GenAI Is Powering Netflix Itself
Netflix isn’t stopping at production.
Co-CEO Greg Peters added that GenAI is also showing up across the platform’s tech stack, from personalized recommendations to smarter search.
Even advertising is getting an AI upgrade.
The company plans to roll out interactive ads powered by GenAI in the second half of 2025.
Earlier this year, Netflix launched an AI-powered search experience that aims to help users find content more intuitively – something especially useful in a library with thousands of global titles.
Netflix’s Numbers Keep Climbing
Here’s a quick snapshot of Netflix’s Q2 2025 performance:
| Metric | Q2 2025 | Change YoY |
|---|---|---|
| Revenue | $11.08 billion | Up 16% |
| Net Profit | $3.13 billion | — |
| Content Hours Watched | 95+ billion hours | — |
| Non-English View Share | ~33% of total views | — |
Clearly, global content continues to be a huge part of Netflix’s strategy – and GenAI could help bring even more local stories to life, faster and cheaper.
Is GenAI Hollywood’s New MVP?
While many creators still feel uneasy about AI in entertainment, Netflix is painting a picture where GenAI supports, not replaces, human creativity.
It’s less about cutting corners and more about opening doors, especially for filmmakers who once lacked access to premium VFX or fast production tools.
Could AI be the great equalizer in the entertainment world?
Netflix seems to think so, and they’re already rolling cameras on it.
