Netflix used generative AI on around 300 titles between January and June, it said with its quarterly results. Most of the work was in post-production, though the tools now run from concept to delivery.
It named three live-action examples, India's Glory, Brazil's Brasil 70: A Saga do Tri and US docuseries The American Experiment, using AI for crowds, battle scenes and establishing shots. Ted Sarandos said the docuseries holds 17 minutes of such footage, made twice as fast and at half the cost of other methods, and argued that many productions would otherwise have dropped such shots as unaffordable or too slow to make.
Until now the company had discussed only a handful of cases, such as an AI-assisted effects sequence in The Eternaut last year that it said was finished ten times faster.
Netflix listed no animated titles and gave no definition of a GenAI workflow. In May it was reported to be staffing INKubator, an AI-led animation unit; it later called it an artist-led incubator and said its studio's features would stay traditional.
The disclosure came alongside a results report that sent the shares down more than 8%, on weaker third-quarter guidance and a switch to publishing its viewing report once a year. Revenue rose 13% to $12.56 billion.
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