Netflix Says Around 300 Titles Used Generative AI — and It's Only Speeding Up

Fri, 17 Jul 2026 00:00:00 +0000

Netflix has revealed that roughly 300 titles on its platform have used generative AI, with the vast majority of that usage happening in post-production. The disclosure came as part of the streaming giant’s second-quarter earnings report released on Thursday, where the company stated it is “increasingly leveraging these tools to deliver higher quality output more quickly and at a lower cost.”

17 Minutes of AI-Enhanced Footage

Among the titles cited as examples were The American Experiment, Glory, and Brasil 70: A Saga do Tri. Netflix said these productions used generative AI to “create highly complex sequences,” including “enhanced crowds, historical battle sequences, and worldbuilding establishing shots.”

During the investor call, co-CEO Ted Sarandos revealed that The American Experiment — a docuseries about American history — includes 17 minutes of “AI-enhanced footage” that was “produced twice as fast and at half the cost of previous options.”

“In many of the cases, productions would have left out those key shots because they just wouldn’t have been able to afford them,” Sarandos told investors. “They wouldn’t have been able to do them in the timeframes that they’re working on.”

The executive similarly noted last year that AI had been used to create a scene in the sci-fi series The Eternaut to save time and reduce costs — a sign that the technology has been quietly woven into Netflix’s production pipeline for some time.

Bigger Bets on AI

The 300-title figure is just the visible tip of a much larger strategic push. Netflix has been investing heavily in AI capabilities: the company acquired Ben Affleck’s AI startup earlier this year, and has established an AI animation studio to explore generative workflows in animated content.

The streaming service is also experimenting with AI-generated voices. Its upcoming reality show Wonka’s The Golden Ticket features an AI recreation of the late Gene Wilder’s voice, raising questions about the intersection of AI, IP rights, and creative legacy in Hollywood.

Earnings Snapshot

Netflix reported $12.56 billion in revenue for the quarter, and the company says it remains on track to double its advertising revenue to $3 billion. The earnings report also addressed viewer engagement concerns, following a Bloomberg report that highlighted challenges in retaining audiences for second seasons of its shows.

Industry Implications

Netflix’s transparency around its AI usage marks a notable shift for an industry that has often been opaque about when and how generative tools are deployed. While the company frames the technology as an enabler — allowing productions to include ambitious shots that would otherwise be cut for budget or time reasons — the disclosure is likely to stoke ongoing debate about AI’s role in creative industries.

With roughly 300 titles already involving generative AI and new investments accelerating, Netflix is betting that the technology will become a standard part of how streaming content is made, not a niche experiment. Whether audiences, regulators, and Hollywood creatives share that vision remains to be seen.

Earnings on Know the Tech

Netflix Says Around 300 Titles Used Generative AI — and It's Only Speeding Up

17 Minutes of AI-Enhanced Footage

Bigger Bets on AI

Earnings Snapshot

Industry Implications