Netflix has started using generative AI in the creation of TV series and films.

Netflix announced the start of using generative artificial intelligence in the production of its films and series.

For the first time, final frames created using GenAI were shown in the Argentine series El Eternauta. Specifically, Netflix's internal production team, together with producers, used AI to create a scene of a building collapse. Thanks to AI, this scene was completed 10 times faster and cheaper than with traditional visual effects work.

Netflix co-CEO Greg Peters noted that the company also uses generative AI in the areas of personalization, search, and advertising. In particular, interactive advertising is planned to launch in the second half of the year. Previously, Netflix had already implemented AI-powered search.

In the second quarter of 2025, the company's revenue amounted to $11.08 billion, and profit was $3.13 billion. Users spent more than 95 billion hours watching content — one-third of this time was spent on non-English-language films.

Source: techcrunch.com