Netflix integrates generative AI in media production, starting with 'El Atonata'
Netflix has officially begun incorporating generative artificial intelligence (GenAI) into its film and television productions, marking a significant shift in the entertainment industry.
The company revealed this development during its post-results conference call on Thursday, 17 July.
Ted Sarandos, co-CEO of Netflix, shared that the platform had used GenAI for the first time in creating final footage for a scene in the Argentine show El Atonata.
The AI-generated scene features a building collapse, which was completed ten times faster than traditional visual effects methods and at a reduced cost, as reported by TechCrunch.
Sarandos emphasised that Netflix views AI not just as a tool for cutting costs but as a means to enhance the creative process.
“We remain convinced that AI represents an incredible opportunity to help creators make films and series better, not just cheaper," he said. "There are AI-powered creator tools that allow real people to do real work with better tools. Our creators are already seeing benefits in production, particularly in pre-visualisation, shot planning, and visual effects.”
Netflix used AI to create a scene in the show “El Atonata,” finishing it 10x faster and cheaper than traditional effects.
AI also helps with personalization, search, and upcoming interactive ads. Netflix Q2 revenue: $11B, with 95B hours watched so far in 2025. pic.twitter.com/UCzT0DQCSoThe use of AI tools in visual effects previously required high budgets, with advanced techniques like de-aging reserved for larger projects.
However, Sarandos explained that AI is now enabling smaller-scale productions to access these cutting-edge tools.
Greg Peters, Netflix’s co-CEO, also mentioned that GenAI is being utilised in other areas of the company’s operations, including personalisation, search, and advertising.
Netflix is aiming to roll out interactive ads in the second half of 2025, following the successful launch of AI-powered search earlier this year.
Netflix reported a revenue of $11.08 billion for the second quarter of 2025, marking a 16% increase compared to the same period last year.
The company also reported a profit of $3.13 billion and highlighted that users watched over 95 billion hours of content in the first half of the year, with non-English titles accounting for one-third of all views.