Generative artificial intelligence (GenAI) workflows have been used in around 300 Netflix titles so far in 2026, according to the streaming company’s second quarter shareholder letter.
Netflix said GenAI is being used throughout the production process, from concept development and pre-visualization to post-production and final delivery. The company said most of the work has been concentrated in post-production.
“We are increasingly leveraging these tools to deliver higher quality output more quickly and at a lower cost than traditional methods,” Netflix said.
It cited the Indian title “Glory,” Brazil’s “Brasil 70: A Saga do Tri” and the US production “The American Experiment,” which used GenAI tools to create complex sequences including enhanced crowds and historical battle scenes.
Netflix also said it is also using large language models (LLMs) to improve title recommendations and search. It said AI-powered search features are designed to help members find content using natural language.
The shareholder letter also noted that AI is being used in advertising tasks such as campaign planning, creative production, and workflow automation. The changes, it said, are intended to make its advertising platform easier for more businesses to use.
GenAI used in hundreds of Netflix titles this year
By Dawn Solano
