• Netflix's Use of Generative AI: This year, Netflix debuted an original, scripted series using generative AI. In the Argentine show The Eternaut which premiered in April, the iLine team at Netflix's visual effects studio Scanline used AI-powered tools to create a scene of a building collapsing. This VFX sequence was completed 10 times faster and was more cost-effective compared to traditional VFX tools. Netflix co-CEO Ted Sarandos said viewers were thrilled with the results and that generative AI represents an opportunity to make films and series better rather than just cheaper. Creators are already seeing benefits in production through pre-visualization and shot planning.
• More Generative AI on Netflix: Netflix is open to using generative AI more in shows and movies. Co-CEO Greg Peters highlighted its potential to improve personalization and recommendation abilities. Netflix previously announced it will show interactive ads using generative AI in 2026 and is working to enable its use in more advertising spots. Sarandos said Netflix's use of generative AI won't take from its goal of telling great stories and compared it to the growth of computer-generated animation.
• More Generative AI in TV and Film: The level of audience interest in generative AI in TV and film varies. Last year, a Netflix true crime documentary was accused of using undisclosed generative AI, which could hurt credibility. In the next few years, TV and film are expected to use generative AI more as industry leaders explore ways to leverage the technology. Generative AI has been used in various forms such as theatrical releases and cartoons. There is a discussion about the potential to undermine creativity and jobs but also a push to use it to enhance creative human ideas. How generative AI is received in shows and movies depends on how, when, and why it's used and how open creators are about its usage.