Netflix to adopt generative AI for 300 titles by 2026

Netflix Adopts Generative AI for 300 Titles by 2026

Generative artificial intelligence is now advanced enough to meet the quality standards of Netflix. The company has been using this technology for some time. Last year, it revealed that it had employed AI to create a scene for the Argentine series L’Éternaute. In just one year, the deployment of this technology has accelerated within the company.

This week, Netflix released its results for the second quarter of 2026. In its letter to investors, the company provided new insights into its use of AI. According to the document, by 2026, generative AI was utilized for nearly 300 titles. Netflix specifies that this usage primarily focuses on post-production work. “We are increasingly turning to these tools to achieve higher quality results, faster and at a lower cost than traditional methods,” justifies the SVOD. Artificial intelligence has already had a significant impact, as on some titles, important shots or sequences would have been abandoned without this technology.

Netflix does not provide a complete list of content using generative AI but mentions three examples:

• the Indian series Glory
• the Brazilian miniseries Brasil 70: A Saga do Tri
• the documentary The American Experiment

For these contents, artificial intelligence has been used to render more detailed crowds, create sequences of historical battles, among other things.

AI, a Pillar of Netflix's Strategy

In 2026, artificial intelligence is one of the pillars of Netflix's strategy. In addition to enhancing its productions, the company also uses large language models to optimize the discovery of relevant content by users, which could increase revenues.

Furthermore, AI plays an important role in Netflix's advertising. The company offers tools based on generative artificial intelligence to advertisers, whether for ad production, campaign management, optimization, or reporting. “We are also further automating the collaboration process between advertisers and Netflix by expanding programmatic access to Pause Ads and real-time inventory starting this summer. This reduces manual tasks that previously limited access for smaller buyers, thus opening Netflix to a broader range of advertisers over time,” explains the company.

Netflix assures that its position is strong. In the second quarter, the company's revenue increased by 13% year-over-year, reaching $12.6 billion. The operating margin was 33%, in line with expectations. Subscriber engagement is also described as “strong” in the letter to investors.