Netflix just started using AI to speed up visual effects in its shows. During its earnings call Thursday, co-CEO Ted Sarandos revealed the streamer’s first AI-powered final footage appeared in the Argentine series El Atonata. The scene? A building collapse created with AI.
Sarandos said the AI cut production time by 10x and lowered costs compared to traditional VFX methods.
Ted Sarandos stated: 
“We 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.”
Co-CEO Greg Peters added Netflix is also using generative AI for personalization, search, and ads. Interactive ads powered by AI will launch in the second half of this year. AI-powered search rolled out earlier in 2025.
Netflix posted $11.08 billion in Q2 revenue, up 16% year-over-year, and $3.13 billion profit. Viewers streamed over 95 billion hours in the first half of 2025, with non-English content making up a third of total viewing.
