Netflix Confirms Use of Generative AI in Production, Showcases First On-Screen Footage

Netflix has begun integrating generative AI into its film and series production pipeline, with the first on-screen use appearing in the Argentine sci-fi series El Eternauta. The announcement came during the company’s Q2 earnings call, where co-CEO Ted Sarandos revealed that AI was used to generate a complex building collapse scene, completed in a fraction of the time and cost of traditional VFX methods.

Netflix says its internal production team collaborated with creators to accelerate workflows using AI-powered tools, enhancing pre-visualization, shot planning, and visual effects. The company is also applying generative AI across personalization, search, and advertising. In Q2, Netflix posted $11.08 billion in revenue and reported 95 billion hours of content viewed, one-third in non-English languages.