Netflix Uses Generative AI in Film Production, Cuts VFX Time by 90%
Netflix has officially begun integrating generative AI (GenAI) into its original content production. During its Q2 earnings call, co-CEO Ted Sarandos revealed that the streaming giant employed AI to complete a complex building collapse scene in the Argentine sci-fi series “El Eternauta”, marking what he called the “first GenAI-finalized footage to appear on screen.”
“Using AI, the scene was completed ten times faster than traditional VFX methods — and at a lower cost,” said Sarandos. “We’re convinced that AI presents an extraordinary opportunity to help creators make better films and series, not just cheaper ones.”
Sarandos emphasized that real people are still doing the creative work — but now with smarter tools, including previsualization, shot planning, and advanced visual effects. He noted that capabilities like digital de-aging, once limited to big-budget productions, are becoming more accessible.
Co-CEO Greg Peters added that Netflix is also deploying GenAI in other areas, including content personalization, search optimization, and advertising. The company is expected to launch interactive AI-driven ads in the second half of 2025.
Netflix reported Q2 revenue of $11.08 billion, up 16% year-over-year, with net income reaching $3.13 billion. Users streamed more than 95 billion hours of content in the first half of 2025, with non-English titles accounting for one-third of all viewership.
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