Netflix has revealed that generative artificial intelligence (AI) workflows were used in approximately 300 films and television titles released or produced in 2026, highlighting the growing role of AI in modern content production while maintaining that the technology is designed to assist, not replace, creative professionals. The disclosure was made in the company's second-quarter shareholder letter and earnings call, offering one of the clearest indications yet of AI's expanding footprint in the global entertainment industry.
According to Netflix, AI was integrated across different stages of production, from concept development and pre-visualisation to filming, post-production and final delivery. However, the company said the largest concentration of AI usage was in post-production, where it was employed to create complex visual sequences, enhance crowd scenes, recreate historical battles and accelerate visual effects work.
Among the projects cited were the Indian sports drama Glory, the Brazilian football documentary Brasil 70: A Saga do Tri and the US documentary series The American Experiment. Netflix said these productions used AI-assisted workflows to produce scenes that would have otherwise been difficult to execute because of time or budget constraints. In the case of The American Experiment, the company said around 17 minutes of AI-enhanced footage were completed in roughly half the time and at half the cost of traditional production methods.
Addressing concerns over AI's impact on employment, Netflix Co-CEO Ted Sarandos said the company does not view the technology as a substitute for filmmakers, writers or artists. Instead, he described AI as a creative tool that enables storytellers to realise ideas more efficiently while preserving human oversight throughout the production process. Sarandos noted that successful storytelling continues to depend on talented creators, with AI serving only as an enabling technology.
The announcement reflects Netflix's broader investment in AI across its business. Earlier this year, the streaming platform acquired AI filmmaking startup InterPositive, founded by actor and filmmaker Ben Affleck, and has continued expanding its internal AI capabilities through initiatives such as Eyeline Studios and its AI animation lab. The company said these teams are collaborating to develop new production technologies that support filmmakers and improve production efficiency.
Beyond content creation, Netflix is also applying AI to personalise user experiences. The company said it is using large language models to improve content discovery, recommendations and search while also enhancing advertising capabilities for brands on its ad-supported tier. The streaming platform expects its advertising revenue to double to around $3 billion during 2026 as it continues expanding its ad business.
Netflix's latest disclosure comes as entertainment companies worldwide increasingly explore generative AI to streamline production, reduce costs and accelerate visual effects workflows. At the same time, the technology continues to spark debate across the creative industry, particularly around issues of copyright, transparency and employment.
By publicly outlining how AI is being used across its productions, Netflix has positioned the technology as a collaborative production tool rather than an autonomous content creator. As AI adoption accelerates across film and television, the industry's focus is expected to remain on balancing technological innovation with creative integrity and human-led storytelling.