Netflix Has Already Used Generative AI In Hundreds Of Productions This Year As Company Ramps Up Technology Strategy – AfroTech
Netflix has used generative AI in around 300 films and TV shows in 2026, with plans to expand its use as the company looks for new ways to improve efficiency and support growth.
The streaming giant shared in its second-quarter earnings report on Thursday, July 16, 2026, that it has integrated AI across multiple stages of production, from concept development and pre-visualization to post-production and release. The company said the technology has helped create “highly complex sequences” in select programs.
“We are increasingly leveraging these tools to deliver higher-quality output more quickly and at a lower cost than traditional methods,” Netflix said. “In some cases, productions would have had to leave out key shots and sequences in the absence of GenAI technology.”
Netflix reported second-quarter revenue of $12.6 billion, in line with forecasts and representing 13% year-over-year growth. The company reported net income of $3.4 billion, driven primarily by membership growth, pricing increases, and higher advertising revenue.
Inside Netflix’s AI Technology Strategy
Netflix highlighted its broader technology strategy in its first-quarter earnings report released in April 2026. As AFROTECH™ previously reported, the company emphasized increasing the value of its entertainment offerings, investing in emerging technologies, and enhancing monetization as growth priorities.
As part of its strategy, Netflix cited its March 2026 acquisition of InterPositive, an AI company backed by Ben Affleck.
“The entertainment business remains extraordinarily dynamic and competitive,” Netflix said in its April report. “We’re in a strong position and are working hard to build on our advantages. Over the years, we’ve learned that the best thing we can do is to stay focused and improve faster than the competition.”
Netflix identified Alphabet, Amazon, Apple, Comcast, Disney, Meta, Roblox, TikTok, and local media companies as competitors.
How Netflix Is Using AI Technology Across Its Business
During the company’s earnings call Thursday, Netflix Co-CEO Ted Sarandos said providing creators with AI-powered tools can enhance the production process by improving efficiency, reducing creation timelines, and increasing overall quality. He added that the technology could help Netflix achieve a greater impact from every dollar invested in its programming.
Citing 17 minutes of AI-enhanced footage in “The American Experiment,” Sarandos said the technology allowed the footage to be produced “twice as fast and at half the cost of previous options.” However, he emphasized that Netflix is not pursuing AI as a replacement, but as a tool to support and enhance creatives’ work.
“On the content side, we believe it takes great artists to make something great, and AI is not changing that,” Sarandos said. “AI will give creators better tools to bring their visions to life. Movies are being made by people who make movies. AI provides them with better tools to make them even better.”
For the third quarter, Netflix expects revenue growth of 12%, per Thursday’s earnings report. The company projects an operating margin of 33.2%, compared with 28.2% in the year-ago quarter.
“Overall, our engagement remains healthy and as with all things we do, we’re working hard to improve every day,” Netflix said in its report.
