Netflix shocks fans by using AI in its latest production move, officially incorporating generative AI to craft real, on-screen scenes. The revelation came during the company’s second-quarter earnings call, where co-CEO Ted Sarandos confirmed that Netflix has used GenAI footage in an upcoming Argentine sci-fi series, El Eternauta. According to Sarandos, Netflix shocks fans by using AI to create a scene of a collapsing building, marking the first time AI-generated final footage has been integrated into a major streaming series.
The scene, which would typically take weeks to finalize with conventional visual effects, was reportedly completed in a fraction of the time and at significantly lower costs. Sarandos explained that Netflix shocks fans by using AI not just to save money, but to enhance creative workflows. He emphasized the collaboration between human creators and AI tools, reiterating that these technologies are meant to support, not replace, creative professionals.
Further reinforcing how Netflix shocks fans by using AI, co-CEO Greg Peters detailed how the platform is embedding AI across multiple aspects of its operation. These include improving user personalization, ad targeting, and even launching an AI-powered search tool. In the latter half of 2025, Netflix shocks fans by using AI with plans to debut interactive, AI-enhanced advertising experiences, another milestone in the streaming industry’s tech evolution.
Despite the innovation, Netflix shocks fans by using AI has stirred ongoing concerns within Hollywood, where writers, VFX artists, and unions continue to debate the implications of AI adoption on job security and originality. Netflix’s leadership, however, insisted that GenAI should be viewed as a partner to creative teams. The visual tools are currently being used for shot planning, pre-visualization, and complex tasks like de-aging — capabilities once reserved for blockbuster productions.
On the financial front, the streaming giant reported robust growth, with Q2 2025 revenue reaching $11.08 billion, a 16% year-over-year jump. Profits soared to $3.13 billion, with more than 95 billion hours of content streamed globally in the first six months. Impressively, non-English programming accounted for one-third of total viewing, highlighting Netflix’s increasing global presence.
As Netflix shocks fans by using AI, the broader industry watches closely. This groundbreaking shift could redefine not only how stories are told, but who or what helps tell them.
