Netflix says generative AI is becoming an increasingly important part of how it produces content, revealing that around 300 titles on its platform have used AI tools during production or post-production.
The disclosure came in the company’s second-quarter earnings report, where Netflix said it is expanding the use of AI to improve production quality while reducing costs and speeding up workflows.
Executives also shared new examples of how AI has been used in documentaries, historical dramas, and science-fiction productions, signaling that the technology is moving beyond experimentation and becoming part of mainstream filmmaking.
What Did Netflix Announce?
In its second-quarter earnings report, Netflix disclosed that approximately 300 titles have incorporated generative AI into some stage of production.
According to the company, AI is being used primarily during post-production to help creators produce higher-quality content more efficiently and at a lower cost.
Rather than replacing filmmakers, Netflix says the technology is being used to assist creative teams with technically demanding visual sequences.
The announcement marks one of the clearest indications yet of how extensively a major streaming platform is integrating generative AI into its production pipeline.
Which Netflix Shows Have Used AI?
Netflix highlighted several productions that have incorporated AI-assisted workflows.
These include:
- The American Experiment
- Glory
- Brasil 70: A Saga do Tri
- The Eternaut
According to the company, AI was used to help create visually complex scenes such as:
- Large digital crowds
- Historical battle sequences
- Expansive establishing shots
- World-building visual effects
These applications are intended to support visual storytelling rather than replace principal photography or live performances.
Suggested visual: A graphic illustrating where AI fits into a typical film production pipeline, from filming through post-production.
How Was AI Used in The American Experiment?
During Netflix’s investor call, co-CEO Ted Sarandos highlighted the documentary series The American Experiment as a notable example.
He said the production contains approximately 17 minutes of AI-enhanced footage.
According to Sarandos, the sequences were completed twice as quickly and at roughly half the cost of traditional production methods.
He said those efficiency gains allowed filmmakers to include footage that otherwise may not have been feasible within budget constraints.
How Did AI Help The Eternaut?
Sarandos also revealed that AI was used during production of the science-fiction series The Eternaut.
According to Netflix, the technology helped create one of the show’s scenes while reducing both production time and overall costs.
Although the company did not provide detailed technical information about how AI was used, the example reflects Netflix’s broader strategy of employing AI to streamline visual effects and post-production work.
Why Is Netflix Investing So Heavily in AI?
Netflix says its goal is not simply to reduce costs but to expand what filmmakers can achieve within existing budgets.
According to company executives, AI can help productions include ambitious sequences that might otherwise be cut because of financial or scheduling limitations.
The company has also expanded its AI capabilities through broader investments, including:
- Acquiring Ben Affleck’s AI startup.
- Launching an AI-focused animation studio.
- Integrating AI tools into production workflows.
These moves reflect the growing importance of AI across the entertainment industry.
How Is Netflix Performing Financially?
Netflix reported revenue of $12.56 billion during the latest reporting period.
The company also said it remains on track to double advertising revenue to approximately $3 billion.
At the same time, Netflix acknowledged ongoing competition for viewers’ attention.
Executives noted that while viewing time remains an important performance metric, factors such as content quality, variety, and audience satisfaction also play significant roles in measuring engagement.
How Is Netflix Competing With YouTube?
As competition from free online platforms intensifies, Netflix has begun experimenting with new content formats.
Recent initiatives include:
- Video podcasts
- Short-form vertical videos similar to TikTok
- Licensing content from digital-first creators and media brands
- Exploring always-on streaming channels, according to reports
The strategy reflects changing viewing habits, particularly among younger audiences who increasingly consume short-form digital content alongside traditional television and films.
What Does This Mean for the Future of AI in Entertainment?
Netflix’s disclosure suggests that generative AI is becoming a routine production tool rather than an experimental technology.
Across the entertainment industry, studios are exploring AI for tasks such as:
- Visual effects
- Background enhancement
- Crowd generation
- Animation assistance
- Editing workflows
- Audio restoration
At the same time, AI remains a subject of debate within Hollywood, particularly regarding copyright, creative ownership, employment, and transparency.
Many filmmakers and labor organizations have emphasized that AI should complement—not replace—human creativity.
The Bottom Line
Netflix’s announcement that around 300 titles have used generative AI demonstrates how rapidly artificial intelligence is becoming part of mainstream film and television production. According to the company, AI has helped reduce costs, accelerate post-production, and enable filmmakers to create ambitious visual sequences that might otherwise have been impossible within budget.
As streaming platforms continue investing in AI technologies, the industry’s focus is likely to shift toward finding the right balance between technological efficiency and creative storytelling.
TL;DR
- Netflix says about 300 titles on its platform have used generative AI.
- Most AI applications have been in post-production rather than scriptwriting or performance.
- The company says AI helps improve quality, reduce production time, and lower costs.
- Titles including The American Experiment, Glory, Brasil 70: A Saga do Tri, and The Eternaut have used AI-assisted production techniques.
- Netflix says AI enables filmmakers to include scenes that might otherwise be too expensive to create.
