Netflix disclosed that around 300 of its programs have used generative AI in the first half of 2026, embedding the technology across concepting, pre-visualisation, and post-production. The announcement came in the company's Q2 earnings report, which also revealed $12.56 billion in revenue, up 13.4% year-on-year. The scale of adoption shows the streamer is betting heavily on AI to cut costs and speed up production, even as the creative workforce questions the long-term consequences.
How Netflix is deploying generative AI
The company said generative AI tools are now used at every stage of production, from early concepts to final release. The technology helped create "highly complex sequences" including large crowd scenes and battle sequences in programs like The American Experiment, Glory, and Brasil 70: A Saga do Tri. These tools expanded the scope of what could be shot, according to the report, and in some cases made sequences possible that would otherwise have been cut.
This push into AI-assisted filmmaking is part of a wider shift toward Generative Video tools that are changing how visual content is produced.
Faster, cheaper, and the quality debate
Netflix's report framed generative AI as a way to produce "higher-quality output more quickly and at a lower cost than traditional methods." Co-CEO Ted Sarandos said the tools allow creatives "to bring their visions to life" and can deliver results "twice as fast and at half the cost of previous options."
Sarandos argued that the technology only matters when it genuinely improves the product. "We believe it takes great artists to make something great, and AI is not changing that," he said. "Movies are being made by people who make movies. AI provides them with better tools to make them even better."
The creative workforce under pressure
The cost-saving language has not eased fears that AI will replace artists and technicians. Sarandos pushed back, saying the impact so far has been positive and that generative AI works alongside creatives rather than replacing them. He insisted Netflix is not looking to erase human contributions, but the framing of "faster and cheaper" remains a sticking point for many in the industry.
Sarandos's comments echo a broader conversation about AI for Creatives, where tools are presented as assistants rather than replacements. Still, the company's recent acquisition of Ben Affleck's InterPositive, a firm focused on AI-driven filmmaking efficiency, signals a deeper commitment that will likely accelerate adoption across its slate.
Why this matters for creatives
Netflix's disclosure is not just a statistic-it's a signal that AI is becoming a standard part of the production pipeline at one of the world's largest entertainment companies. For creatives, the takeaway is clear: understanding how to work with these tools is no longer optional. The technology is being used to realize shots that would have been impossible, but it's also being sold on a promise of lower costs, which inevitably puts pressure on budgets and jobs. The challenge will be to ensure that the efficiency gains don't come at the expense of the people whose craft makes the work worth watching.
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