Netflix has informed its shareholders that, since the start of 2026, generative artificial intelligence has been used at various stages of production for around 300 projects from the service’s catalogue. According to the company, the technology is used from concept development and pre-visualisation through to post-production and release, particularly for complex crowd and battle scenes.
Briefly about the main points
- Generative AI has been used in around 300 Netflix projects.
- The technology is used from the concept stage right through to the release of the content.
- Netflix cited *Glory*, *Brasil 70* and *The American Experiment* as examples.
- In *The American Experiment*, AI enhanced 17 minutes of footage.
- The company states that AI should not replace creative staff.
AI was utilised at every stage of production
On the extent of the use of the technology Netflix the company said in a letter to shareholders following the second-quarter results, according to Variety. The company noted that generative AI will be integrated into the software development process — from the early stages of preparation through to work on the final version and its release.
Among the examples cited by Netflix were the Indian sports thriller *Glory*, the Brazilian football miniseries *Brasil 70: A Saga do Tri* and the documentary series *The American Experiment*, which focuses on the American Revolution. According to the company, the technology helped bring to life complex episodes featuring a large number of characters on screen and battle scenes.
The company links technology to the speed and cost of operations
Netflix has stated that it is making increasing use of these tools to achieve better results in less time and at a lower cost compared with traditional methods. The company also claims that, without generative AI, some productions might not have included certain key shots and sequences in their projects.
Co-CEO of Netflix Ted Sarandos He cited the example of *The American Experiment*. According to him, 17 minutes of AI-enhanced footage expanded the scope of the series; this amount was produced twice as quickly and at half the cost of previous versions.
Netflix is not promising to replace the creative teams
Sarandos emphasised that the company does not view AI as a replacement for creative professionals. In his view, films will continue to be made by people, and the technology should provide them with additional tools to bring their vision to life.
Netflix is already using AI as well as for user recommendations, advertising and the establishment of an animation studio. In March, the company acquired the company founded Ben Affleck InterPositive, which, according to Netflix, is set to provide filmmakers with AI tools to assist with film and television production.
The use of AI has been included in the quarterly results report
The disclosure of information about AI coincided with Netflix’s second-quarter report: the company’s revenue stood at $12.56 billion, which is 13.4% higher than a year earlier. Net profit reached $3.4 billion, or 80 cents per share.
Netflix’s statements suggest that the company is attempting to combine production cost savings with positioning AI as a tool to assist creators. The extent to which this practice will become more widespread will depend on whether the service can maintain its stated standards of content quality.
