Netflix reported utilizing artificial intelligence in approximately 300 titles this year, with the majority of AI-related efforts concentrated in post-production. According to a shareholder letter detailing its second-quarter financials, the company noted that generative AI was employed to create complex sequences in projects including Glory (India), Brasil 70: A Saga do Tri (Brazil), and The American Experiment (US).
The company had previously mentioned using generative AI in at least one original show as of July 2022. Since then, Netflix has expanded its AI initiatives through acquisitions and the establishment of specialized studios. The firm stated, “We are increasingly leveraging these tools to deliver higher quality output more quickly and at a lower cost than traditional methods.”
Generative AI’s ability to produce results faster than traditional visual effects artists or animators has raised industry interest. Despite this, Netflix emphasized the importance of human oversight to ensure AI-generated content aligns well with the overall vision of a project. The company underscored that while AI can be a valuable asset for creators, it should not replace entire teams.
