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Netflix is actively incorporating generative artificial intelligence (AI) into both its film and series productions and its internal operations. This strategic move aims to enhance the efficiency and quality of content on the platform.

A notable early example of AI utilization is the creation of a building destruction scene in the Argentine science fiction series "El Eternauta," where the final shots were entirely AI-generated. Netflix Co-CEO Ted Sarandos confirmed that AI accelerated the creation of this scene tenfold and made it significantly more cost-effective compared to traditional visual effects. He emphasized that AI is an "improved tool" that assists creators in producing higher-quality content more economically.

AI technology is also being actively integrated into other areas of Netflix. CEO Greg Peters highlighted its application in personalizing recommendations, enhancing content search, and in advertising. By the end of 2025, Netflix plans to launch AI-powered interactive advertisements.

The company continues to demonstrate robust financial growth. In the first half of the year, viewers consumed 95 billion hours of content, with one-third attributed to non-English language projects, underscoring the platform's global success.

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