While some video AI companies only talk about future plans and hypothetical Hollywood partnerships, Netflix is already putting AI to work behind the scenes—and on screen. During its latest earnings call, Netflix co-CEO Ted Sarandos revealed that the streaming giant has officially used generative AI to create footage featured in an actual production. The scene appeared in the Argentine show “El Atonata,” and it marked the first time Netflix has released “final GenAI footage” to viewers.
The AI-generated moment? A collapsing building—produced in-house by Netflix’s production team working closely with the show’s creators. And here’s the kicker: the sequence was completed ten times faster and at a fraction of the usual cost compared to traditional visual effects.
But it’s not just about saving time and budget. Sarandos emphasized that this is about empowering creators, not replacing them. He positioned AI as a tool to unlock better creative outcomes, not just cheaper ones: “This is real people doing real work with better tools.” AI is already being used by creators on the platform for pre-visualization, shot planning, and advanced effects that were once limited to big-budget productions. Think de-aging effects in action films or complex CG visuals—now more accessible to all kinds of storytellers.
Netflix isn’t stopping there. Co-CEO Greg Peters added that they’re actively applying AI across other parts of the business too—from personalizing your content recommendations to optimizing ads and even rolling out AI-powered search features. In fact, by the second half of 2025, Netflix plans to introduce interactive ads built with generative AI.
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