Netflix Deploys Generative AI for Faster Content Creation and Personalized Platform Features

Netflix Uses Generative AI to Streamline Content Production and Platform Operations

In its recent Q2 earnings call, Netflix announced a key development in content creation: the Argentine sci-fi series El Eternauta includes what the company calls the "first GenAI final footage to appear on screen."

This marks a shift in how Netflix and other major studios are applying generative AI in filmmaking. The AI-generated scene—a collapsing building—was produced about ten times faster than traditional visual effects and at a lower cost. According to co-CEO Ted Sarandos, AI isn't replacing human creativity but improving production workflows. He highlighted advancements in pre-visualization, shot planning, and digital effects like de-aging, which were previously feasible only for large-budget projects.

Generative AI Beyond Production

Netflix is also integrating generative AI into its platform features. Co-CEO Greg Peters shared that AI supports personalization, search functions, and advertising systems. The company plans to introduce interactive, AI-powered ads in late 2025, aiming to enhance user engagement on the platform.

Strong Financial Performance Supports Innovation

The announcement coincided with Netflix's strong Q2 financial results. The company reported revenue of USD 11.08 billion, a 16% increase year-over-year, and a net profit of USD 3.13 billion. Viewership exceeded 95 billion hours in the first half of 2025, with about one-third from non-English content.

What Operations Professionals Can Take Away

• Efficiency Gains: Generative AI can dramatically reduce time and cost in complex processes, such as visual effects production.
• Workflow Enhancement: AI tools support human teams rather than replace them, improving planning and execution.
• Platform Optimization: AI integration extends beyond content to enhance user experience and advertising effectiveness.
• Scaling Innovation: Netflix’s approach shows how large organizations can adopt AI incrementally while maintaining quality and creativity.

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