Streaming giant Netflix has officially confirmed the large-scale integration of generative artificial intelligence technologies into its production process. According to data presented in the second-quarter financial report, AI tools were utilized in the creation of approximately 300 films and series. The company notes that the integration of neural networks has not only accelerated content release but also significantly reduced costs while simultaneously enhancing the quality of visual effects.

Where exactly was AI used?

Netflix representatives clarified that in most cases, algorithms were applied during the post-production stage. Artificial intelligence took over the creation of complex and resource-intensive scenes that traditionally require huge budgets and time. Specifically, technologies were used to generate crowds, reconstruct historical battles, and create wide shots of fictional worlds.

As specific examples of projects where AI played a key role, the company named:

  • The film Glory;
  • The documentary project Brasil 70: A Saga do Tri;
  • The documentary film The American Experiment.

Previously, Netflix CEO Ted Sarandos also mentioned that neural networks helped create one of the scenes in the science fiction series The Eternaut.

Investments and new tools

The company is not stopping at what has been achieved and continues to increase investments in AI technologies. As part of its production digitization strategy, Netflix recently acquired an AI startup founded by actor and director Ben Affleck. Additionally, the streaming service has opened its own studio specializing in AI animation.

Special attention in the report is paid to ethical and technological experiments with voices. Thus, in the new reality show Wonka’s The Golden Ticket, an AI-generated voice of actor Gene Wilder was used, made possible by modern speech synthesis technologies.

Financial performance and content expansion

The financial results of the second quarter confirm the success of the company's strategy. Netflix reported revenue of $12.56 billion. Platform viewers watched more than 97 billion hours of content during this period, which is 2% higher than last year's figures.

An important vector of development remains the advertising direction: Netflix plans to double advertising revenue to $3 billion. The platform is also actively expanding content formats, adding video podcasts, short TikTok-style clips, and preparing to showcase materials from digital media brands, including BuzzFeed.