AI ENTERTAINMENT
AI is now editing your shows, and your ads
Netflix has officially joined the AI club, not just behind the scenes, but on-screen too.
In its latest earnings call, co-CEO Ted Sarandos revealed that the platform used generative AI for a scene in the Argentine series El Eternauta, marking the first time AI-generated footage has made it to a Netflix show.
The scene, which featured a collapsing building, was finished 10 times faster than usual and at a lower cost.
Sarandos made it clear that AI isn’t replacing creatives.
Instead, it’s helping them, whether that’s through pre-visualisation, shot planning, or making high-end effects like de-ageing more accessible beyond just big-budget productions.
What you should know:
Netflix used generative AI in a show for the first time, cutting time and cost.
AI is now part of shot planning, search, and even ad personalisation.
One-third of all viewing hours came from non-English content.
The credits roll and AI claps
Netflix is also using AI in other areas, like personalisation, search, and advertising. Interactive ads are expected to launch later this year.
In Q2 2025, Netflix reported $11.08 billion in revenue (up 16% year-on-year) and a profit of $3.13 billion.
Viewers streamed over 95 billion hours of content in the first half of the year, with non-English shows making up a third of all views.
When Netflix drops an AI-generated collapse scene but still buffers at 98%…?