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Netflix Deploys Generative AI to Transform Film Production

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AI D-A-M-N/Netflix Deploys Generative AI to Transform Film Production

Netflix Deploys Generative AI to Transform Film Production

Netflix Leverages Generative AI to Revolutionize Film Production

Netflix has taken a groundbreaking step in the streaming industry by incorporating generative artificial intelligence (GenAI) into its original content. During a recent earnings call, co-CEO Ted Sarandos revealed that the technology was first used in the Argentine series Eternals, where it created a scene of a collapsing building with unprecedented efficiency.

Efficiency and Cost Savings

Sarandos highlighted that the AI-generated scene was produced ten times faster than traditional visual effects (VFX) methods, with significantly lower costs. "AI not only makes production more economical but also elevates the quality of our work," he said. The technology enables creators to use advanced tools for visualization and shot planning, previously accessible only to high-budget projects. For example, character "de-aging" technology is now more widely available.

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Expanding AI Applications

Beyond film production, Netflix is applying generative AI to enhance personalized recommendations, search functionality, and advertising. The company plans to launch interactive ads in late 2025 and has already introduced an AI-driven search feature earlier this year. These innovations aim to improve user experience by helping viewers discover content more easily.

Strong Financial Performance

Netflix reported robust Q2 results, with revenue reaching $11.08 billion, a 16% year-over-year increase, and profits of $3.13 billion. The platform also revealed that users watched over 95 billion hours of content in the first half of 2025, with non-English programs accounting for one-third of total viewing time. This underscores Netflix's growing global influence.

Key Points

  • Generative AI debuted in Eternals, reducing production time and costs.
  • AI tools enable advanced visualization and shot planning for creators.
  • Netflix is expanding AI use to recommendations, search, and advertising.
  • Q2 revenue rose 16% to $11.08 billion, with profits at $3.13 billion.
  • Global viewership exceeded 95 billion hours in H1 2025.