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Netflix starts using GenAI in its shows and films
Netflix said it used gen AI for the first time for a scene in an Argentinean show called El Atonata.
Companies developing video AI models and tools often talk about working with Hollywood studios to make certain workflows possible. Speaking at the company’s post-results conference call, the company’s co-CEO, Ted Sarandos, said that the platform had “the very first GenAI final footage to appear on screen” in an Argentine show called “El Atonata.” He noted that Netflix’s internal production group teamed up with producers to use AI to create a scene of a building collapsing. It noted that users watched over 95 billion hours of content in the first half of 2025, with non-English titles accounting for one-third of all its views.
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