How much Netflix is using AI to help create shows and movies just became a little clearer.
Generative AI was used in nearly 300 Netflix titles at various stages of production, according to a report on the streaming platform’s state of business.
In an earnings report, Netflix told shareholders AI is being used to generate movie-and-show-making materials from concept to release and everywhere in between. Netflix pointed to “Glory,” an Indian thriller about boxers and revenge, the Netflix Brazil series “Brasil 70: A Saga do Tri,” and U.S. series “The American Experiment” on the American Revolution. GenAI created “highly complex sequences,” including enhanced crowds and battle sequences and world-building establishing shots that would have otherwise been left out without the technology, the company said. Generative AI is used in the largest concentration in post-production for Netflix titles. The earning reports also revealed that Netflix is using AI for advertisement planning, creative production, and more.
“We are increasingly leveraging these tools to deliver higher-quality output more quickly and at a lower cost than traditional methods,” Netflix said.
Netflix reported its 2026 second-quarter revenue reached $12.56 billion, an increase of a bit more than 13% year over year, with income netting $3.4 billion.
In an earnings call reported on by Variety, Netflix co-CEO Ted Sarando said AI gives “creatives better tools to bring their visions to life” and added that Netflix isn’t replacing movie and show makers with AI.
“We believe it takes great artists to make something great, and AI is not changing that,” he said. “Movies are being made by people who make movies. AI provides them with better tools to make them even better.”
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The earning report comes amid analysis concerning the decline in engagement with Netflix’s programs and Consequence’s commentary about the streaming platform choosing “quantity over quality.”
And there’s Netflix’s “abominable-sounding” brought-back-from-the-dead AI generated Gene Wilder lurking in our midst.