Netflix reveals generative AI used in 300 titles in 2026, cutting costs and time

The disclosure

Netflix disclosed in its Q2 2026 shareholder letter, dated July 16, that generative AI was used in approximately 300 titles this year. The technology was applied across the entire production lifecycle, from concept and pre-visualization through filming and post-production, with the heaviest concentration in post-production. The company told investors that AI adoption among creative partners is "scaling quickly." Netflix also said it is using large language models to improve title discovery and better understand member preferences.

We are increasingly leveraging these tools to deliver higher quality output more quickly and at a lower cost than traditional methods.

How AI was used

The AI work ranged from minor touch-ups to complex sequences that would otherwise have been impossible. Netflix said the technology allowed productions to include key shots that would otherwise have been cut. Examples include digitally enhanced crowds, historical battle recreations, and worldbuilding establishing shots. The company stressed that a title being counted among the 300 does not mean the entire film was AI-generated; even a single AI-assisted effect qualifies. Netflix also requires production partners to inform their Netflix contact of any planned use of generative AI, given the varying capabilities and risks of emerging tools.

In some cases, productions would have had to leave out key shots and sequences in the absence of GenAI technology.

Specific titles

Three titles were named: the Indian sports thriller Glory, the Brazilian miniseries Brasil 70: A Saga do Tri (about Brazil's third World Cup victory), and the US documentary The American Experiment, which explores the origins of the United States. The latter included 17 minutes of AI-enhanced imagery, produced twice as fast and at half the cost of previous methods, according to co-CEO Ted Sarandos. The Brazilian and Indian productions used AI to fill stadiums with digital crowds, a task that is typically slow and expensive. Separately, the reality show Wonka's The Golden Ticket used AI to replicate the voice of the late actor Gene Wilder, with the consent of his heirs.

Those 17 minutes were produced twice as fast and for half the cost of previous methods.

Financial context

The AI disclosure accompanied Netflix's Q2 2026 financial results. Revenue reached $12.56 billion, up 13.4% year-on-year, while net income fell to $3.401 billion from $5.283 billion in the previous quarter. The Independent noted a slowdown in revenue growth and quoted analyst Ben Barringer of Quilter Cheviot saying Netflix is "entering a period of reinvention" after the departure of co-founder Reed Hastings as co-CEO. The company is also looking at new content types such as video podcasts and shorter-form content to compete with YouTube.

Netflix is entering a period of reinvention. Every few years it has a run of down quarters, and this looks to be no different as it aims to keep its disruptor status and the rest of the legacy media industry fighting for second place.

Industry reaction and competition

The use of generative AI remains contentious in Hollywood. Christopher Nolan's The Odyssey, released on July 15, competes with another adaptation of the myth, Odysseus, The Fall, directed by Ash Koosha and entirely generated by AI. That film reportedly cost a five-figure sum, compared to $250 million for Nolan's 2-hour-52-minute blockbuster. Netflix itself has been building AI capabilities: in March it acquired InterPositive, a startup founded by Ben Affleck, to provide filmmakers with proprietary AI tools. The company's first acknowledged AI-generated VFX shot appeared in 2025 in the series El Eternauta, where a building collapse was completed ten times faster than with conventional effects.