Netflix used generative AI in nearly 300 titles this year, including India’s Glory

MUMBAI: Lights, camera, algorithm. Netflix has revealed that nearly 300 titles on its platform used generative artificial intelligence during production this year, signalling that the technology is rapidly becoming a mainstream tool for filmmakers rather than a niche experiment.

The streaming giant disclosed the figure in its latest shareholder letter, naming the Indian sports thriller series Glory, Brazilian football miniseries Brasil 70: A Saga do Tri and the US documentary series The American Experiment among productions that incorporated generative AI.

Most of the AI work took place during post-production, although Netflix said the technology is now being deployed across the production pipeline, from concept development and pre-visualisation to final delivery.

Netflix co-chief executive officer Ted Sarandos said AI is already helping creators produce higher-quality content more efficiently.

“We’re broadly seeing that GenAI is starting to have an impact across hundreds of our productions. We’re making higher quality output more quickly and efficiently than we could have using traditional methods,” Sarandos said during the company’s earnings call.

He added that AI is proving particularly useful for creating visually demanding scenes, including large crowds and historical battle sequences that might otherwise be cut because of budget or production constraints.

According to Netflix, The American Experiment included around 17 minutes of AI-enhanced footage that was completed in roughly half the time and at around half the cost of conventional production methods.

Despite expanding its use of AI, the company stressed that the technology is designed to support creative professionals rather than replace them.

“We believe it takes great artists to make something great, and AI is not changing that. AI will give creatives better tools to bring their visions to life,” Sarandos said.

The disclosure comes as Netflix deepens its investment in AI-powered filmmaking. Earlier this year, the company acquired AI filmmaking startup InterPositive, founded by actor and filmmaker Ben Affleck. Sarandos said the business is working alongside Netflix’s Eyeline visual effects team and animation lab to develop new production tools.

Beyond content creation, Netflix is also using AI to personalise recommendations for subscribers, improve user experiences and strengthen advertising capabilities for brands.

The AI update accompanied another strong financial quarter for the streamer. Revenue rose 13.4 per cent year on year to $12.56 billion during the second quarter of 2026, while net income increased 8.8 per cent to $3.4 billion. Netflix said it remains on track to double advertising revenue to $3 billion this year, with its ad-supported plan reaching more than 250 million monthly active viewers across 12 markets.

The company is also broadening its programming beyond films and television. Over the past year, it has added video podcasts, expanded live sports and entertainment programming, and recently signed licensing agreements with publishers including Penske Media, Condé Nast, Hearst and People to bring short-form news and lifestyle videos to subscribers in select international markets.

As studios race to balance creative ambition with tighter production budgets, Netflix’s latest disclosure suggests generative AI is no longer confined to pilot projects. It is steadily becoming another production tool, with the company betting that human creativity and artificial intelligence can work side by side rather than compete for the director’s chair.