Netflix uses AI to speed up movie production and launch new features

Netflix is now using AI in making movies and TV shows, the company said on Thursday. Co-CEO Ted Sarandos shared this news during Netflix’s earnings conference call. He said Netflix used AI in an Argentine show called “El Atonata” to create a scene where a building falls down.

That building scene was finished 10 times faster and also cost less using AI than normal VFX tools. Sarandos said AI is not replacing humans, but helping real creators work faster and better. He said tools like pre-visualization, shot planning, and visual effects are all getting easier with AI.

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AI makes hard effects easier

Sarandos also said advanced effects like de-aging were once only for big movies, but now AI makes it easier for more creators. Co-CEO Greg Peters said Netflix is also using GenAI in other areas like search, ads, and personalizing content for users.

AI also helps with ads and search

He also said interactive ads powered by AI will launch in the second half of 2025. Netflix already launched an AI search feature earlier this year. In the second quarter, Netflix made $11.08 billion in revenue, which is 16% more than last year.

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The company also made a profit of $3.13 billion. People watched over 95 billion hours of content on Netflix in the first half of 2025. About one-third of all that content watched was non-English shows or movies.

FAQs

Q1. Is Netflix using AI in its movies and shows?
Yes, Netflix is now using AI to help create scenes faster and cheaper, like in the show El Atonata.

Q2. What other ways is Netflix using AI in 2025?
Netflix is using AI for search, personalizing content, and plans to launch interactive ads powered by AI.