Netflix says around 300 titles used generative AI

Netflix disclosed in its Q2 earnings report that roughly 300 titles on its service have used generative AI, primarily in post-production. The company cited projects such as The American Experiment, Glory, and Brasil 70: A Saga do Tri, saying AI helped create enhanced crowds, battle scenes, and worldbuilding shots faster and at lower cost.

The disclosure shows AI is moving from experimentation into routine media production workflows, especially for visual effects that are expensive or time-consuming. Netflix’s framing emphasizes efficiency and quality, but broader adoption could intensify debates over creative labor, transparency, and how much AI-assisted production audiences and unions will accept.