Netflix says around 300 titles used generative AI
Netflix has disclosed that approximately 300 titles on its platform utilize generative AI, primarily for post-production tasks like visual effects and worldbuilding. The company is increasingly investing in AI infrastructure, including the acquisition of an AI startup and the creation of a dedicated animation studio.
Why it matters
This highlights the growing integration of generative AI in mainstream entertainment production, signaling a shift in how streaming giants manage costs and creative output.
Netflix says roughly 300 titles on its platform used generative AI, most of which occurred in post-production. The streaming service revealed the news in its second-quarter earnings report released on Thursday, saying it’s “increasingly leveraging these tools to deliver higher quality output more quickly and at a lower cost.”
It also provided some examples of titles that used AI, including Glory, Brasil 70: A Saga do Tri, and The American Experiment. These films used the technology to “create highly complex sequences,” including “enhanced crowds, historical battle sequences, and worldbuilding establishing shots.” Netflix co-CEO Ted Sarandos said last year that it used AI to create a scene in the sci-fi series The Eternaut because it was faster and cheaper.
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