Netflix has started using generative artificial intelligence in its productions, debuting an AI‑generated final scene in its Argentine series while also integrating AI across search, personalization, and ads.
Quick Summary (TLDR)
- Netflix used generative AI to produce its first final visual effect scene of a building collapse in the Argentine series El Atonata
- The AI work was completed ten times faster and at lower cost than traditional visual effects
- AI tools now help in pre visualization, shot planning, de‑aging and more for all scale productions
- Netflix also uses AI in ad products, search and personalization as part of a broader tech push
Ever wondered how big streaming services stay ahead when it comes to dazzling on screen effects? Netflix just raised the bar by bringing generative artificial intelligence right into the heart of its original productions and behind the scenes. It is a bold move that shows how the studio thinks future content is made, faster, more creative, and yet still polished and professional.
Powerful AI on Screen and Behind the Scenes
Netflix co‑CEO Ted Sarandos confirmed during the latest earnings call that the streamer used what it believes to be the very first GenAI final footage to appear on screen in the Argentine thriller El Atonata. The company’s internal production team collaborated with the show’s creators to generate a complex scene of a building collapse using generative AI. This pivotal moment shows the company moving beyond AI as a development tool and into actual deployed post production material.
The result? The same scene that would have taken weeks or even months in traditional visual effect workflows was created about ten times faster, and notably at a lower cost than conventional methods. That acceleration has creative teams buzzing.
More Than Just Cost Saving
Sarandos explained that Netflix views AI not only as a cost saver but as a creative amplifier. AI’s ability to help with pre visualization and shot‑planning means directors and cinematographers can visualize the result before the camera even rolls. Hidden under the surface is de‑aging and other advanced effects once reserved for big studio budgets. Now smaller productions can get the same high end polish, which may lead to a richer variety of content from around the globe.
AI Everywhere at Netflix
Netflix co‑CEO Greg Peters highlighted that generative AI is not limited to content creation. It is being applied across the platform including in personalization, search and advertising. Earlier this year Netflix introduced an AI powered search tool to help subscribers find what to watch more easily. Looking ahead, the company plans to launch interactive ads in the second half of 2025, promising more engaging brand experiences.
Strong Performance Supports Innovation
The earnings call also reflected robust financial health. For the second quarter Netflix reported revenue of $11.08 billion, up 16 percent from the prior year, and profit of $3.13 billion. Viewership remains high with users streaming more than 95 billion hours by mid‑2025, and notably non‑English content accounted for a third of that total. This global momentum gives Netflix both the confidence and the resources to push deeper into AI innovation.
TechKV’s Takeaway
I believe Netflix just signaled a shift in how visual storytelling will be made from now on. This move shows they are not just chasing cost efficiencies but unlocking creative flexibility and global accessibility. When high quality effects are no longer linked to massive budgets, we can expect more ambitious stories from diverse makers around the world. As interactive ads and AI‑powered search come online, Netflix is reinforcing its position as a content pioneer and a tech leader. I am excited to see how this blended model of artistry and automation shapes the next generation of entertainment.
