Netflix has officially begun embedding generative AI into its original programming, marking a milestone with the first-ever GenAI “final footage” on screen in its Argentine sci-fi series El Eternauta.
This AI-driven VFX sequence was produced by Netflix’s Eyeline Studios in collaboration with the show’s producers, completing a collapsing-building shot ten times faster and at a lower cost than traditional visual-effects workflows.
In Q2 2025, the company reported revenue of $11.08 billion (up 16% year-over-year) and profit of $3.13 billion, with subscribers streaming over 95 billion hours of content in the first half of the year.
What Is Netflix’s GenAI Integration?
Netflix’s generative AI system is not a standalone tool but a suite of machine-learning capabilities designed to augment every phase of production. At its core, it:
Delivers Final Footage: The streamer rolled out its “very first GenAI final footage” in El Eternauta, showcasing how AI can seamlessly blend into a finished episode.
Accelerates VFX: A complex building collapse scene was realized 10× faster and more affordably than with conventional CGI pipelines.
Supports Advanced Tasks: Beyond set-piece effects, Netflix’s AI aids pre-visualization, shot-planning and de-aging, features historically limited to blockbuster budgets.
How Netflix Is Applying GenAI Across Its Platform
The use of generative AI at Netflix extends well beyond on-screen effects. The company is rolling out AI-powered features to personalize the viewer journey and revolutionize its ad business.
Key applications include:
Personalization Algorithms: Machine-learning models analyze viewing habits to tailor recommendations with greater nuance.
AI-Powered Search: Launched earlier in 2025, natural-language search lets subscribers find content by typing conversational queries.
Interactive Ads: Netflix plans to introduce generative AI–driven interactive ads in H2 2025, enabling viewers to engage with ads in real time.
Netflix Ads Suite: Its in-house ad-tech stack, integrated with Yahoo’s DSP, simplifies programmatic buying and supports dynamic ad formats.
Why Netflix GenAI Matters to Creatives
Netflix’s foray into generative AI signals a paradigm shift for storytellers, VFX artists, and marketing creatives alike. The implications are profound:
Faster Iteration: AI-accelerated VFX can turn multi-week renders into day-long processes, freeing teams to experiment with shot design and visual style.
Cost Efficiency: Indie productions and smaller studios gain access to high-end effects without the six-figure budgets once required.
New Pre-vis Tools: Directors and DPs can use AI-driven pre-visualization to plan complex sequences virtually before stepping on set.
Emerging Roles: As Netflix scales AI-powered interactive ads, demand will grow for creatives skilled in generative-AI ad asset creation.
