Netflix Reveals 300 Programmes on Its Platform Used AI in Production Process

Netflix has revealed that around 300 programmes on its platform have used generative artificial intelligence (AI) technology throughout their production processes this year. The information was disclosed by the company in its second-quarter performance report on Thursday (16/7/2026). In a letter to shareholders, Netflix explained that generative AI was utilised in various stages of production, from concept development, pre-visualisation, and post-production, to the release process. The company cited the application of AI technology in the Indian sports thriller series ‘Glory’, the Brazilian football miniseries ‘Brasil 70: A Saga do Tri’, and the documentary series ‘The American Experiment’. According to Netflix, AI was used to create highly complex scenes, such as enlarging crowd sizes and perfecting battle sequences. ‘We are increasingly leveraging these tools to produce higher quality work faster and at a lower cost than traditional methods,’ Netflix stated in its report. The disclosure came as Netflix’s second-quarter revenue reached 12.56 billion US dollars, a 13.4 per cent increase compared to the previous year, with a net profit of 3.4 billion US dollars. Wall Street analysts had previously forecast Netflix’s revenue to reach 12.59 billion US dollars, based on LSEG Data & Analytics. The streaming giant has long been open about its use of AI across various business lines. Beyond content production, the company has adopted AI to help users discover new shows, support its advertising business, and build an AI-based animation studio. Last March, Netflix also acquired the company InterPositive, founded by Ben Affleck. The acquisition was made to provide various AI tools that filmmakers can utilise throughout the production process of films and television series.