Netflix Revolutionizes Entertainment with AI Integration: AI-Enhanced Shows and Films Now Available

During a post-earnings conference call, Netflix’s co-CEO, Ted Sarandos, announced the streaming giant’s integration of Artificial Intelligence (AI) into their content production process. In an Argentine series titled “El Atonata,” Netflix debuted what is believed to be the first instance of AI-generated footage on screen.

Collaborating with producers, Netflix’s internal production team utilized AI to create a scene depicting a building collapse, a task traditionally accomplished using visual effect tools that required significantly more time and resources. Sarandos asserted that this process was completed ten times faster and at a lower cost through the use of AI.

Sarandos emphasized that while AI presents an opportunity for cost savings, its primary purpose is to enhance the quality of filmmaking rather than merely reducing costs. He highlighted various AI-powered tools being employed by creators, including those for pre-visualization, shot-planning, and visual effects.

Previously limited to big-budget projects, advanced visual effects such as de-aging are now within reach for a broader range of productions due to the implementation of AI. Co-CEO Greg Peters added that Netflix is also leveraging AI in areas beyond content production, including personalization, search, and advertising, with plans to roll out interactive ads during the second half of this year.

In the second quarter of 2025, Netflix reported revenue of $11.08 billion, marking a 16% increase from the previous year, alongside a profit of $3.13 billion. The company noted that users consumed over 95 billion hours of content during the first half of the year, with non-English titles accounting for one-third of all views.