Netflix used GenAI in nearly 300 titles

Netflix said generative AI was used in nearly 300 titles at multiple points in production, from early concepts through release. In an earnings report, the company cited “Glory,” “Brasil 70: A Saga do Tri,” and “The American Experiment” as examples where GenAI helped create complex sequences, including enhanced crowds, battle scenes, and world-building establishing shots that otherwise would have been left out.

The company said post-production accounts for the largest concentration of generative AI use across its titles. Netflix also said it is applying AI to advertisement planning and creative production, describing the tools as a way to deliver higher-quality work more quickly and at lower cost than traditional methods.

Netflix reported 2026 second-quarter revenue of $12.56 billion, up a bit more than 13% year over year, with income netting $3.4 billion. Netflix’s co-CEO said AI gives creatives better tools and added that the company is not replacing filmmakers and showmakers, saying movies are still made by people who make movies.