Netflix co-CEO Ted Sarandos has said generative AI is used to boost creativity, not just reduce production costs. A key example was seen in the Argentine series El Eternauta, where AI helped complete complex visual effects far quicker than traditional methods.

The streaming giant's production team used AI to render a building collapse scene in Buenos Aires, completing the sequence ten times faster and more economically. Sarandos described the outcome as proof that AI supports real creators with better tools.

Netflix also applies generative AI in areas beyond filmmaking, including personalisation, search, and its advertising ecosystem. As part of these innovations, interactive adverts are expected to launch later in 2025.

During the second quarter, Netflix reported$11.1 billion in revenue and$3.1 billion in profit. Users streamed over 95 billion hours of content in the year's first half, marking a slight rise from 2024.