Companies developing video models often discuss collaborations with studios to streamline workflows. Now, Netflix AI involvement has moved beyond theory.
Speaking during a post-results conference call, Netflix co-CEO Ted Sarandos said the platform has already implemented generative tools. According to him, Netflix AI delivered “the very first GenAI final footage to appear on screen” in the Argentine show El Eternauta.
In that series, a scene of a building collapsing was completed using internal teams and outside producers. The task, Sarandos said, was finished 10 times faster than traditional effects and cost significantly less.
He explained that Netflix AI doesn’t replace humans but provides stronger tools to speed up and enhance their creative work. “These are real people doing real work with better tools,” he said, outlining the company’s content strategy.
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Sarandos added that the benefits are already evident in pre-visualization, shot planning, and visual effects, which were formerly limited to large-budget productions. With Netflix AI, even mid-level titles can now access features like digital de-ageing and immersive environments.
He made it clear that the company views the technology as an accelerator, not a substitute. The aim is quality, speed, and efficiency.
Netflix Welcomes Generative AI, Begins Pushing Production Efficiency
Netflix is extending its use of advanced systems to other areas beyond film production. Co-CEO Greg Peters said personalization, ads, and search are also being reshaped. Earlier this year, Netflix AI helped launch a smarter, faster search experience for users across devices. According to Peters, interactive ads powered by the system will roll out later this year.
This signals a more profound shift in how the company builds both user-facing features and internal systems. Netflix AI plays a key role across departments.
In Q2, Netflix recorded revenue of $11.08 billion, up 16% from the same period last year. It also reported profits of $3.13 billion, showing strong performance. Users watched over 95 billion hours of content in the first half of 2025. One-third of that viewership came from non-English titles.
The company is not limiting its AI integration to just the technical side. Creatives are directly involved in testing how Netflix AI enhances workflows without compromising narrative depth. This approach addresses industry concerns about automation eroding originality. Instead, Netflix presents its tools as amplifiers of storytelling, not replacements.
Early Applications Show Promising Results
The El Eternauta scene is the first known example of AI-generated footage shown in a Netflix original. The reception was positive. The company believes more productions will adopt similar approaches as teams become familiar with available tools and capabilities. Currently, Netflix AI is in test-and-learn mode.
Executives remain confident that AI will transform both content development and user interaction across global markets. They are already seeing results. With time-saving, cost-cutting, and creative empowerment combined, Netflix AI may become a model that other studios follow soon.
