Netflix Integrates GenAI in Movie and Show Production for Faster and Cheaper Visual Effects

Netflix has recently begun incorporating Generative AI (GenAI) into the production of its movies and TV shows. The company revealed this at a post-results conference call on July 18, 2025. Ted Sarandos, Netflix’s co-CEO, mentioned that the first instance of GenAI-powered final footage appeared in the Argentine show ‘El Atonata.’ The production team utilized AI to create a building collapse scene, which was completed ten times faster and at a lower cost compared to traditional visual effects methods. Sarandos emphasized that AI not only makes the process cheaper but also enhances the creative possibilities, allowing for better tools for creators. He pointed out that AI is already helping creators with pre-visualization, shot-planning, and visual effects. Greg Peters, Netflix’s co-CEO, highlighted that GenAI is also being used in other aspects of Netflix’s platform, including personalization, search, and advertising. Netflix plans to introduce interactive ads later this year. In the second quarter of 2025, the company reported strong financials, with $11.08 billion in revenue and $3.13 billion in profit. The company also noted that non-English titles made up one-third of all content viewed on the platform in the first half of 2025.