NETFLIX has announced that they are using Generative Artificial Intelligence (GenAI) in the production of their TV shows and films. This was revealed by Netflix Co-CEO Ted Sarandos, who stated that they will be following this industry trend and technology.
Sarandos explained that the first recorded GenAI use on screen is an Argentine show called El Eternauta (The Eternaut), TechCrunch reported on Friday, July 18, 2025
"Netflix’s internal production group teamed up with producers to use AI to create a scene of a building collapsing," the report said, quoting Sarandos.
What is GenAI?
According to TechTarget, Generative AI or GenAI is a branch of AI technology that can produce new content such as text, images, audio, and video, based on patterns from its training data. Unlike traditional AI models that classify or predict based on input data, GenAI goes further by generating new data, such as text, images, audio, or video, that is similar to the input but still new.
GenAI uses sophisticated algorithms to organize large and complex data sets into clusters of meaningful information in order to create new content as a response to a query or command.
GenAI usually does two things, encoding and decoding, as quoted by NFaktor. GenAI encodes the existing information into a vector space that maps data points based on their correlation strength (dependency). Then, when requested, GenAI will generate new decoded content by finding the appropriate context within the dependencies in the vector space.
GenAI for Content Production
Sarandos stated that by using AI, the scenes were completed 10 times faster than with traditional visual effects tools, and at a lower cost. "We remain convinced that AI represents an incredible opportunity to help creators make films and series better, not just cheaper," he said.
He said this is not a threat to their filmmakers because, in reality, AI helps them to efficiently perform their tasks, even exceeding achievements. "Our creators are already seeing the benefits in production through pre-visualization and shot-planning work, and certainly visual effects. It used to be that only big-budget projects would have access to advanced visual effects like de-aging," he said.
Greg Peters, Netflix Co-CEO, also said that the use of GenAI will also be applied by the company in other areas including personalized search and advertising. The company has plans to launch AI-supported interactive ads in the second half of this year.
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