Netflix is actively using generative AI for content creation. As per news reports based on official statements by those in the know, visual effects (VFX), pre-production, and specific creative enhancements such as de-aging actors are some of the areas where the streaming giant is using AI.
In the Argentine sci-fi series El Eternauta (2025), Netflix used generative AI to create final on-screen footage of a building collapse scene in Buenos Aires. "This approach completed the sequence 10 times faster and at a lower cost than traditional VFX methods, making advanced effects feasible for lower-budget productions," wrote Variety.
Netflix co-CEOs Ted Sarandos and Greg Peters have publicly stated the company is "all in" on generative AI, viewing it as a "significant opportunity" to improve content creation, distribution, and monetization.
But won't AI make the visuals artificial? Early trends say that it will be more effective and natural-looking than VFX. "Most consumers don’t care how it’s made (full synthetic vs hybrid vs organic) as long as it’s made well - and strikes a chord," Bilawal Sidhu wrote.
