Netflix defends the use of AI in 300 of its titles: “they would have had to do without key shots and sequences”

The use of artificial intelligence (AI) generative is increasingly widespread on Netflix, both on the platform to drive the discovery of new programs and on the production of new contentwhere it has already been used in at least 300 own titles, which has made it possible to maintain “key shots and sequences.”

The technology company uses large language models (LLM) to better understand user preferences and create “more personalized, immersive and interactive” experiences that make discovery easier.

Content searching has also become more advanced with voice function and the ability to use natural language, as the company has explained during the results of the second quarter of 2026.

The use of generative AI has also been pushed across the entire production lifecycle, including not only concept and pre-visualization, but also post-production phases and final delivery. “We are generating higher quality results, faster and more efficiently than we would have achieved with traditional methods,” commented Netflix president and CEO Theodore A. Sarandos during the call with investors.

In these works, Sarandos has highlighted the contribution of InterPositivethe artificial intelligence company founded by actor Ben Affleck, which Netflix acquired in March to accelerate post-production processes, which complements the visual effects and virtual production studio Eyeline and to animation laboratory.

The company figures in “about 300” their own titles in which they have used generative AI technology, mainly in the post-production phase, and cites ‘Glory’, ‘Brasil 70: A Saga do Tri’ and ‘The American Experiment’ as examples of this work.

In this regard, the manager has defended that “in some cases, if we did not have generative AI technology, productions would have had to do without key shots and sequences“, whether for budget reasons or delivery times.

Likewise, Sarandos sees this technology as a complement to the creativity of artists. “Films are made by people who make films; AI gives them better tools to make them even better,” he said.

The automation offered by generative AI It has also spread to the advertising business, to develop premium experiences that allow us to reach “highly engaged and attentive audiences.” These tools have also been used throughout the advertising creation cycle and have allowed the relationships between advertisers and the company to be automated through solutions such as programmatic access to paused ads and live inventory.