Companies developing video AI models and tools often work with Hollywood Studios to enable specific workflows. On Thursday, Netflix said it has started using AI in its films and is showing its production.
During the company’s post-Lexalt conference call, the company’s co-CEO Ted Salandos said at an Argentine show called “El Atonata,” the platform has “the final footage that appears first on screen.” He said that Netflix’s internal production group worked with producers to use AI to create a scene of the collapse of the building.
Sarandos said that using AI will allow the scene to be finished 10 times faster than traditional visual effects tools and cost less.
“We are confident that AI represents an incredible opportunity to help creators make films and series better. We have creator tools powered by AI. These are real people who are doing their real work with the better tools.
CE-CEO Greg Peters said Netflix also uses Gen AI in other areas, including personalization, search and advertising, and the company aims to deploy interactive ads later this year. Earlier this year, the company deployed AI-powered searches.
In the second quarter, Netflix reported revenue of $11.08 billion, up 16% from the previous year, with profits of $3.13 billion. Users watched over 95 billion hours of content in the first half of 2025, noting that non-English titles accounted for a third of all opinions.
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