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Companies developing video<\/a> AI models<\/a> and tools<\/a> often talk about working with Hollywood studios to make certain workflows possible. On Thursday, Netflix said that it has started using AI in movies and shows it produces.<\/p>\n Speaking at the company\u2019s post-results conference call, the company\u2019s co-CEO, Ted Sarandos, said that the platform had \u201cthe very first GenAI final footage to appear on screen\u201d in an Argentine show called \u201cEl Atonata.\u201d He noted that Netflix\u2019s internal production group teamed up with producers to use AI to create a scene of a building collapsing.<\/p>\n Sarandos said that using AI, the scene was finished 10 times faster than it would have with traditional visual effect tools, and that it cost less.<\/p>\n \u201cWe remain convinced that AI represents an incredible opportunity to help creators make films and series better, not just cheaper. There are AI-powered creator tools. So this is real people doing real work with better tools. Our creators are already seeing the benefits in production through pre-visualization and shot-planning work, and certainly visual effects. It used to be that only big-budget projects would have access to advanced visual effects like de-aging,\u201d he said during the call.<\/p>\n Co-CEO Greg Peters said Netflix is using gen AI in other areas as well, including personalization, search and ads, and that the company aims to roll out interactive ads in the second half of this year. Earlier this year, the company rolled out AI-powered search<\/a>.<\/p>\n In the second quarter, Netflix reported revenue of $11.08 billion, up 16% from a year earlier, and profit of $3.13 billion. It noted that users watched over 95 billion hours of content in the first half of 2025, with non-English titles accounting for one-third of all its views.<\/p>\n<\/div>\n