According to Netflix, generative AI was used in approximately 300 productions in 2026 alone. Generative AI was used throughout the entire production lifecycle, from the planning stage to post-production and delivery, with the majority of its use occurring in the post-production stage. Works that utilize AI include 'Glory', 'Brasil 70: A Saga do Tri', and 'The American Experiment'.

In its Q2 2026 shareholder letter detailing its second-quarter financials, Netflix wrote: "In 2026, GenAI workflows have been used in roughly 300 of our titles, with the largest concentration of work in post-production." It added that projects such as Glory (India), Brasil 70: A Saga do Tri (Brazil) and The American Experiment (US) used generative AI "to create highly complex sequences."

Roughly 300 Netflix programs across the streamer's library have used generative AI across their production process so far this year, the company revealed in its second-quarter earnings report on Thursday. Netflix told shareholders in a letter that the technology's usage expands across every level of a program's production process, from its concept and pre-visualization to post-production and release. The company singled out programs like its Indian sports thriller series 'Glory,' its Brazilian soccer miniseries 'Brasil 70: A Saga do Tri' and its American Revolution-focused docuseries 'The American Experiment' for their uses of the technology, which Netflix said helped create 'highly complex sequences' that included enhanced crowd sizes and battle sequences.

So far this year, Netflix said, its creative partners have used GenAI workflows in 300 of its titles, with the bulk of it in post-production. Post teams used AI to enhance crowd scenes, world building opening shots, and historical battle scenes, Netflix leaders told shareholders in an investor letter on Thursday. It also included 17 minutes of AI-enhanced footage that was produced "twice as fast and at half the cost," said Netflix co-CEO Ted Sarandos.

Netflix says roughly 300 titles on its platform used generative AI, most of which occurred in post-production. The streaming service revealed the news in its second-quarter earnings report released on Thursday, saying it's "increasingly leveraging these tools to deliver higher quality output more quickly and at a lower cost." It also provided examples of titles that used AI, including The American Experiment, Glory, and Brasil 70: A Saga do Tri.

Generative AI has been used in about 300 Netflix titles, co-CEO Ted Sarandos said in the company's latest earnings call, mostly in post-production. "Keep in mind that in many of the cases, productions would have left out those key shots because they just wouldn't have been able to afford them," he said, describing how GenAI helped create shots that otherwise might not have been made.

In a letter addressed to shareholders, Netflix stated that generative AI offers a "significant opportunity" throughout its streaming services, aiming to enhance recommendations, advertising, and both film and television content. "We are empowering creators with a broad set of GenAI tools to help achieve their vision and deliver more impactful titles for members," they remarked. Netflix provided recent instances of this, highlighting that in the recently released film "Happy Gilmore 2," generative AI tools were employed to help de-age characters, and the producers of the Netflix series "Billionaires' Bunker" utilized various generative AI tools during the pre-production phase to experiment with wardrobe and set designs.

Reporting on Netflix’s Q2 2025 earnings call, the article notes: "For the first time, Netflix has integrated artificial intelligence into one of its television productions… Ted Sarandos, co-CEO of Netflix, announced that the Argentine science fiction series ‘El Eternauta’ (The Eternaut) is the inaugural project to utilize generative AI visuals." It describes how VFX professionals and Netflix collaborated using AI to depict a building collapsing in Buenos Aires. The piece frames this as Netflix’s first use of generative AI in on-screen visual effects for a television production.

On Thursday, Netflix said that it has started using AI in movies and shows it produces. Speaking at the company’s post-results conference call, co-CEO Ted Sarandos said that the platform had "the very first GenAI final footage to appear on screen" in an Argentine show called "El Eternauta". He noted that Netflix’s internal production group teamed up with producers to use AI to create a scene of a building collapsing, saying the scene was finished 10 times faster and at lower cost than with traditional visual-effects tools.

Netflix has announced that it has for the first time incorporated visual effects generated by artificial intelligence (AI) into one of its original television series. Co-CEO Ted Sarandos revealed that AI was utilized to depict a scene featuring a collapsing building in the Argentine science fiction series, The Eternauts. "This sequence represents the very first instance of generative AI final footage being displayed in a Netflix original series or film," Sarandos said.

According to Netflix, generative AI was used in about 300 works in 2026. Generative AI is being utilized across the entire lifecycle of production, from the planning stage to post-production and delivery, with most applications in the post-production phase. Works that used AI include Glory, Brasil 70: A Saga do Tri, and The American Experiment, where generative AI was used for crowds, battle scenes, and worldbuilding establishing shots.

Netflix has published its guidelines on how generative artificial intelligence (GenAI) can and cannot be used in its film and television productions. In July of this year, Netflix publicly acknowledged that it had employed generative AI in one of its productions, the hit Argentine sci-fi series The Eternauta. According to the guide, low-risk uses of AI, such as generating mood boards, concept sketches, or background elements, may not require much oversight, while more sensitive uses and any AI-generated material added to final deliverables always need written approval.

Netflix has established guidance for using generative artificial intelligence in its content production. Per a blog post, the streamer has laid out five guiding principles, including that generated material is temporary and not part of the final deliverables and that GenAI is not used to replace or generate new talent performances or union-covered work without consent. The guidelines emphasize disclosure of AI use and limits on training models on uncleared content.

This week, Netflix published its first comprehensive guidelines on the use of generative artificial intelligence (GenAI) in content production, outlining both acceptable applications and the conditions under which formal approval is required. In practice, the company allows its use for non-final purposes such as moodboards, reference images and temporary mock-ups, provided production partners inform their Netflix contact in advance. From a creative standpoint, approval is required whenever GenAI is used to generate key characters, central visual elements or fictional settings.

Netflix disclosed in its Q2 2026 shareholder letter that about 300 of its programs used generative AI this year. The letter, as summarized, said the application of this technology spans all stages of a program's production, beginning with its initial concept and pre-visualization, and continuing through post-production and distribution, with most of the work in post-production.

Using Generative AI in Content Production. Generated material is temporary and not part of the final deliverables. GenAI is not used to replace or generate new talent performances or union-covered work without consent, and the generative tools used do not store, reuse, or train on production data inputs or outputs.

Netflix has expanded the guidelines for its media partners regarding the use of generative AI, demonstrating a more assertive approach to AI integration. Last week, the entertainment powerhouse released new generative AI protocols on its Partner Help Center, detailing both low-risk and high-risk scenarios for the application of AI-driven tools or entirely AI-generated content in Netflix-hosted media. Primarily, the company has established a framework that includes rules such as generated content being temporary and excluded from the final deliverables and not using generative AI to replace or create new performances by talent or union-covered work without consent.

Netflix recently published guidelines for using Gen AI in content production, including potential use cases and what action should be taken. For instance, using the tech only for ideation is defined as "low risk," while using Gen AI to create character designs or "key visuals" requires more oversight. The guidelines emphasize: don’t infringe on copyrighted works, don’t store, reuse or train generative tools on production data, use the tools in an "enterprise-secured environment," treat generated material as temporary and not part of the final deliverables, and don’t use Gen AI to replace talent or union-covered work without consent.

Netflix said in its introduction to second-quarter results: "In 2026, about 300 works adopted generative AI workflows, with the vast majority of applications concentrated in post-production." The company noted that titles such as Glory, Brasil 70: A Saga do Tri and The American Experiment used GenAI to produce highly complex scenes, and that it is increasingly using these tools to deliver higher-quality output more quickly and at lower cost than traditional methods.

The article reports that "Netflix has begun integrating generative AI into its film and series production pipeline, with the first on-screen use appearing in the Argentine sci-fi series *El Eternauta*." It explains that during Netflix’s Q2 earnings call, co-CEO Ted Sarandos revealed AI was used to generate a complex building-collapse scene, completed faster and at lower cost than traditional VFX. The piece also notes that Netflix is applying generative AI not only in production but "across personalization, search, and advertising," indicating broader strategic deployment of generative AI technologies.

Netflix recently announced new guidance for using generative AI in content produced for its platform, requiring production partners to disclose any intended use of AI, prohibiting training models on uncleared content, and mandating written approval for certain outputs. The policy sets out when AI can be used for ideation or temporary materials and when its use must be escalated because outputs may appear in final content or implicate rights issues. The guidance reflects Netflix’s effort to balance the benefits of GenAI tools with legal and ethical constraints in content production.

Engadget’s report on Netflix’s earnings call states: "Netflix admitted during its earnings call on Thursday that it used generative AI to create VFX in The Eternaut, a Netflix original from Argentina that was released in April 2025." According to co-CEO Ted Sarandos, generative AI was specifically used for a VFX shot of a building collapsing in Buenos Aires. The article characterizes this shot as "the very first Gen AI final footage to appear on screen in a Netflix original series or film" and notes that it is one of several ways Netflix is embracing AI, including plans to use generative AI for ads and search features.

Netflix says it has significantly expanded the use of generative AI across its platform, from personalising content discovery to empowering filmmakers and revolutionising its advertising business, the streaming giant revealed in its latest shareholder letter. The company, which already uses machine learning and AI extensively for content recommendations and production technology, signaled it's "very well positioned" to capitalise on advances in generative AI. The letter noted that creative partners are increasingly using GenAI workflows in a wide range of Netflix titles.

A Galician-language report on Netflix's latest earnings says: "Around 300 Netflix projects have resorted to the use of generative artificial intelligence so far this year, according to the audiovisual platform, which specifies that its use is concentrated in post-production work." The article cites Netflix's disclosure that GenAI is being woven into different stages of the production process.

A technical analysis article explains that Netflix’s use of generative AI in "El Eternauta" "marks more than a technological milestone." It notes that the building-collapse sequence "represents the streaming giant's first official deployment of text-to-video AI in final footage" and that, according to Netflix, it was completed ten times faster than with traditional methods. The piece discusses broader implications, warning that Netflix’s move to generative AI in production may raise concerns among viewers and creatives, including labor and authenticity issues as such tools scale beyond initial examples.

A video clip of Netflix’s earnings call quotes co-CEO Ted Sarandos saying: "GenAI workflows now have been used in roughly 300 of our titles, with the largest concentration right to date is on post-production." In the same clip, he reiterates that generative AI has been used in about 300 Netflix titles, mostly in post-production.

Reporting on Netflix’s newly published generative AI guidelines, the article notes that the company issued "official generative AI guidelines: a set of rules for when and how productions can use generative AI, with a strong focus on talent rights, data protection, and what is allowed on screen." It describes the partner document as a roadmap showing low-risk uses and cases that require escalation or written approval. The piece mentions that Netflix’s guidelines followed earlier reporting about the company’s first public use of generative AI video in some VFX scenes of "The Eternaut" and clarifies that anything story-critical or involving significant changes to an actor’s performance generally requires explicit approval under the new framework.

Netflix just made it official: generative AI is now part of their production pipeline. They are making it a cornerstone of their content production, special effects, and pre-production processes, using AI for realistic building collapse scenes, de-aging actors, and set design visualizations. Recounted examples include Netflix using AI to collapse buildings in The Eternaut, de-age actors in Happy Gilmore 2, and design sets for Billionaires’ Bunker, with CEO Ted Sarandos describing AI as a creative enhancer rather than a storyteller.

During its Q2 2026 earnings, Netflix said that roughly 300 titles on its service had used generative AI tools at some point during their production this year. The company described the use as spanning concept development, previsualization, and especially post-production to enhance complex sequences and crowds. Netflix characterized these tools as a way to increase creative efficiency and lower costs while keeping human-led performances and core creative work at the center.

Big news: Netflix has used generative AI tools for the very first time in one of its original TV shows. In this video, the hosts explain how AI helped create a collapsing building sequence in the Argentine sci-fi show "The Eternaut" around 10 times faster and at a fraction of the cost compared to traditional visual effects. They discuss how Netflix is embracing generative AI for cost-cutting visual effects and speeding up aspects of production.

In a discussion thread about Netflix’s generative AI policies, a summary notes: "In summary, the message is clear: 'Avoid risky actions that could lead to legal trouble unless you have explicit approval from the legal team.'" It lists cautions such as not entering proprietary company information into external AI applications, not training models on third-party intellectual property, and avoiding using AI to generate significant characters or assets for films or shows. The post also references adherence to SAG guidelines for AI-generated representations of actors and stresses avoiding AI output that misrepresents real individuals, reflecting how Netflix’s guidelines are being interpreted and discussed by viewers and industry followers.

A Reddit user summarizing Netflix’s generative AI content creation guidelines notes that the company states: "Generation of Creative Elements: GenAI may not be used to create main characters, essential visual components, or fictional environments that are pivotal to the narrative without written consent." The post highlights that Netflix is placing limits on the use of GenAI for key creative elements, requiring explicit approval when it could significantly impact storytelling or character design. This reflects Netflix's attempt to balance the adoption of GenAI in production with safeguards for creative integrity and talent protections.

In a video discussion of Netflix’s generative AI rulebook, the hosts explain that Netflix "just released their official generative AI rulebook" and outline principles for media production. They mention that Netflix recently admitted it used generative AI for some VFX shots, and that the guidelines clarify that certain AI-generated outputs are temporary and not part of final deliverables unless specifically approved. The conversation interprets Netflix’s guidelines as attempting to balance experimentation with generative AI in production against concerns about rights, ethics, and union-covered work, based on the company’s published document and recent examples like "El Eternauta."