Netflix has begun implementing AI technologies in its film and television productions. The first generation AI final footage was showcased in the Argentine production "El Atonata," where AI enabled the completion of a building collapse scene ten times faster than traditional visual effects methods and at reduced costs. Co-CEO Ted Sarandos expressed confidence that AI will enhance creative capabilities while also reducing expenses. Netflix is expanding its AI application to areas such as personalization and search, with plans for interactive ads to be launched soon. The company reported significant revenue growth, alongside substantial viewer engagement with its content.
“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.”
“The scene was finished 10 times faster than it would have with traditional visual effect tools, and that it cost less.”
“Earlier this year, the company rolled out AI-powered search.”
“In the second quarter, Netflix reported revenue of $11.08 billion, up 16% from a year earlier, and profit of $3.13 billion.”
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