Netflix Reveals Hundreds of Shows and Movies Have Used AI in Production This Year

Netflix is becoming one of the biggest entertainment companies experimenting with artificial intelligence, and the streaming giant has now revealed just how widely the technology is being used.

In its second-quarter earnings report, Netflix said that around 300 programs across its library have used generative AI tools during some part of the production process so far this year. The company explained that AI is being used in different stages of making a show or movie, including early planning, visual development, post-production, and final delivery.

Netflix said the technology has already helped several productions create larger and more complex scenes. The company pointed to projects such as the Indian sports thriller series Glory, the Brazilian soccer miniseries Brasil 70: A Saga do Tri, and the American Revolution documentary series The American Experiment as examples where AI tools helped filmmakers create visuals that would have been more difficult or expensive to produce using traditional methods.

According to Netflix’s letter to shareholders, the company believes AI can help teams work faster and create higher-quality results. Netflix said, “We are increasingly leveraging these tools to deliver higher-quality output more quickly and at a lower cost than traditional methods.”

The company added that, in some situations, AI allowed productions to include scenes that might have otherwise been removed because of budget or time limits. Netflix said the technology helped create “highly complex sequences” involving things like larger crowds and major battle scenes.

The comments came as Netflix reported strong financial results for the second quarter. The company recorded $12.56 billion in revenue, representing a 13.4% increase compared to the same period last year. Netflix also reported a net income of $3.4 billion.

Netflix has been expanding its use of AI beyond filmmaking as well. The company has explored AI features for helping viewers discover content, improving advertising tools, and supporting animation projects. Earlier this year, Netflix also acquired InterPositive, a company founded by actor and filmmaker Ben Affleck, to help develop AI tools for creators.

Netflix co-CEO Ted Sarandos discussed the company’s approach during the earnings call and said AI is meant to support artists rather than replace them. He argued that the technology should give filmmakers more options and help them bring their ideas to life.

“We believe it takes great artists to make something great, and AI is not changing that,” Sarandos said. “Movies are being made by people who make movies. AI provides them with better tools to make them even better.”

Sarandos also highlighted The American Experiment, saying AI helped create 17 minutes of enhanced footage for the documentary series. He claimed the technology expanded the project’s scale, allowing the footage to be made “twice as fast and at half the cost of previous options.”

However, Netflix has also emphasized that AI will not replace writers, actors, or other creative workers. Sarandos said that while AI can make production more efficient, quality remains the most important factor.

“I don’t think faster and cheaper matters if it’s not better,” Sarandos previously told Politico.

As Hollywood continues debating the future role of artificial intelligence, Netflix appears committed to using the technology as a creative tool. The company’s latest report shows that AI is already becoming a regular part of how many shows are made, even as the industry continues to discuss its impact on traditional filmmaking jobs.

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