Netflix has utilized artificial intelligence in the Argentine series El Atonata for a scene involving the collapse of a building.
While AI companies and Hollywood studios continue to debate the use of this technology in artistic productions, Netflix has announced that it has started incorporating AI into its original films and series.
Ted Sarandos, Netflix’s Co-CEO, revealed during the company’s financial results conference that for the first time, AI-generated visual content was used in the Argentine series El Atonata. According to him, Netflix’s internal production team collaborated with the show’s producers to create a building collapse scene using AI technology.
Sarandos further noted that producing the scene with AI was ten times faster and more cost-effective than traditional methods. He emphasized:
“We continue to believe that AI offers an incredible opportunity to help creators enhance the quality of films and series—not just reduce costs. AI-based tools are real, and they are being used by real humans during the production process.”
He added that Netflix’s production teams are already using these tools for planning shots and visual effects.
Greg Peters, the other Co-CEO of Netflix, stated that the company is also leveraging AI in other areas such as content personalization, search, and advertising. He announced that Netflix plans to launch interactive ads in the second half of this year. Earlier in 2025, Netflix had already introduced AI-powered search capabilities on its platform.
Netflix’s Financial Performance in Q2 2025
Regarding its second-quarter 2025 financial report, Netflix announced a revenue of $11.08 billion—reflecting a 16% year-over-year increase—and a net profit of $3.13 billion. Additionally, viewers watched over 95 billion hours of content in the first half of this year, with one-third of that content being non-English titles.
