Netflix has admitted it used generative AI on a large number of titles added to its library this year. The streaming giant says that around 300 titles have been made with help of artificial intelligence, mostly in post-production but often in outright content generation.
The admission comes in a letter to shareholders, following the company’s latest earnings briefing. The company says it has saved money and time with AI workflows, while admitting AI had a hand in creating scenes that wouldn’t have been possible otherwise.
The company mentioned three specific titles that benefitted Glory (India), Brasil 70: A Saga do Tri (Brazil), and The American Experiment (US) from AI-generated boosts to crowds, battle sequences and establishing shots.
The company said: “Across the production lifecycle, from concept and pre-visualisation through post and delivery, GenAI utilisation by our creative partners is scaling quickly. In 2026, GenAI workflows have been used in roughly 300 of our titles, with the largest concentration of work in post-production. We are increasingly leveraging these tools to deliver higher quality output more quickly and at a lower cost than traditional methods.
“In some cases, productions would have had to leave out key shots and sequences in the absence of GenAI technology. For example, utilised GenAI tools to create highly complex sequences (e.g., enhanced crowds, historical battle sequences, and world-building establishing shots).”
I think I’d rather those shots be left out entirely, wouldn’t you? The company did not mention how much it saved on paying professional humans to actually create this content, either through CGI or the old fashioned way. However, the fact that this is “scaling quickly” will send shockwaves through the creative industries. Would anyone be surprised if Netflix began peddling entirely AI-generated content by the end of this decade?
Back in May, job vacancies for a Netflix-owned startup called INKubator explained it would be “creating animated shorts and specials using experimental GenAI-native production pipelines.”
In the long-term, the tech will focus on “GenAI-enabled workflows, artist tooling, and scalable, secure multi-show environments.” Eventually the studio says it will “aim to develop feature-quality content.” Another listing says the company plans to “ensure that INK’s technology investments accelerate creative ambition […] as we ramp up activity and aim to expand into longer-form content.”
This will be the end result of your Netflix viewing data over the last decade. We’ll be algorthming ourselves into a library comprised largely of slop before you can say Stranger Things AI: The New Batch – Season 12.
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