The integration of generative AI in Netflix series and films marks a decisive turning point. The potential of this technology revolutionizes production processes, optimizing efficiency while reducing costs. Innovations such as the creation of a collapsing building scene illustrate how AI transforms creativity. Directors benefit from unprecedented tools, boosting the quality of works far beyond traditional limitations.
Integration of Generative AI in Productions
Netflix recently announced the integration of generative artificial intelligence in its series and films. Ted Sarandos, co-CEO of the platform, mentioned during a press conference that this technology has achieved innovative results. Notably, an episode of an Argentine series, “El Atonata,” showcased the first final version created by AI on screen. This advancement opens new horizons for cinematic creation.
Efficiency and Reduced Costs
The collaboration between Netflix’s internal production group and producers resulted in a collapsing building scene created with AI. According to Sarandos, the creation of this sequence was completed ten times faster than traditional visual effects techniques. This speed also comes with a reduction in costs, offering potential improvements for future productions. Hollywood creators could take advantage of these considerable benefits.
Opportunities for Creators
Netflix remains convinced that AI represents a tremendous opportunity to enhance the quality of films and series. The platform provides AI-powered creation tools, allowing artists to perform real work with modern tools. The benefits are evident in pre-visualization and scene planning, in addition to visual effects.
Use of AI in Other Areas
Greg Peters, co-CEO, also noted that Netflix is utilizing generative AI in various other sectors, including personalization, research, and advertising. A notable development is expected in the second half of the year with the launch of interactive advertisements. This key strategy aims to enhance the user experience and meet the growing expectations of subscribers.
Revealing Figures
In the second quarter, Netflix recorded revenues of 11.08 billion dollars, marking a 16% increase compared to the previous year. The profit amounted to 3.13 billion dollars, while users watched over 95 billion hours of content in the first half of 2025. Non-English titles accounted for one-third of total views, highlighting the impact of Netflix’s global approach to its content.
Impact of AI on the Market
The rise of generative AI is creating an interesting dynamic in the industry. Other companies, such as Google and Amazon, are also unveiling their AI projects, as evidenced by the launch of new models by Amazon. The competition forces each market player to innovate and adapt to this technological transformation. Research revealed by Google discusses the stakes associated with this advancement.
Quotes and Future Vision
The giants of the film industry are turning to generative AI to maintain their position. This tool is seen as a facilitator for projects that previously required exorbitant budgets. The creative landscape is evolving rapidly, with intensifying trends regarding how AI can redefine production standards. Furthermore, the publisher who raised 200 million dollars for generative AI tools demonstrates the growing investment in this field.
Legal Courage and Perspectives
The development of generative AI also raises legal questions. Recently, a lawsuit was filed against Meta for copyright infringement related to the use of generative AI. This situation highlights the legal challenges accompanying the growth of this technology. Countless questions remain to be resolved regarding intellectual property and the rights of creators, as the Meta case could set significant precedents.
Open Conclusion
Netflix currently represents a central axis in the conversation around the integration of generative AI in audiovisual content. Technological advancement is leading the platform to redefine expectations for both creators and consumers. As these innovations establish themselves, the future implications for cinematic production continue to evolve. Companies must also keep up with the competition, as demonstrated by the launch of services by Amazon mentioned by Amazon.
Frequently Asked Questions
What is the generative AI used by Netflix?
Generative AI is a technology that enables the automated creation of visual and audio content. Netflix uses it to enhance the production of films and series, making certain tasks faster and less costly.
How does Netflix integrate generative AI into its productions?
Netflix uses generative AI to create visual effects, such as action scenes or image transformations. For example, for a scene of a collapsing building, AI allowed the work to be completed ten times faster than with traditional tools.
What are the benefits of using generative AI for content creators?
Creators benefit from more efficient pre-visualization and scene planning tools. Generative AI provides access to advanced visual effects, usually reserved for big-budget projects, which enhances the overall quality of productions.
Will users see changes in the content offered by Netflix thanks to AI?
Yes, Netflix plans to use AI not only to produce content, but also to personalize the user experience, improve searches, and optimize advertisements, making the experience more engaging.
What types of productions have already used Netflix’s generative AI?
A notable example is the Argentine series “El Atonata,” which integrated AI-created sequences into its content. Other projects will follow as Netflix continues to explore this technology.
Is the use of generative AI economical for Netflix?
Yes, according to Netflix’s statements, generative AI allows for reduced production costs while improving the quality of visual effects, making the process more efficient and less expensive.
What is the reaction of creators to the implementation of AI in their projects?
Creators are generally enthusiastic about generative AI, viewing it as an opportunity to enhance their work with innovative tools that facilitate the creative process.
Could generative AI replace human creators in the entertainment industry?
No, AI is designed to assist and enhance human creators’ work, not to replace them. It offers new means of creation while still requiring the expertise and vision of artists.
