Tech Desk 
Oct 22, 2025
Smartphone with Netflix logo is seen in front of a descending stock graph in this illustration taken April 19, 2022. — Reuters
As the entertainment industry has been uneasy with the use of artificial intelligence (AI), Netflix is "all in" with embracing generative AI in a bid to enhance creativity and efficiency in filmmaking.
Netflix's use of AI on a large scale has drawn mixed feelings in the industry. In its latest quarterly report, the streaming giant expressed confidence in leveraging AI in support of creative processes.
Addressing concerns of the generative technology replacing traditional storytelling, Netflix assured that it won't happen.
Netflix CEO Ted Sarandos emphasised that while AI can provide better tools for artists, it doesn’t make someone a great storyteller. For instance, Netflix used generative AI in the Argentine sci-fi show "The Eternaut" to create a realistic building collapse scene.
AI has also been applied in other titles, such as "Happy Gilmore 2", where it helped de-age characters, and "Billionaires’ Bunker", where it helped in visualising wardrobe and set designs.
While Netflix's focus seems to be on enhancing creativity, the major chunk of the entertainment community is striding with caution.
Artists and unions are worried that AI tools, often trained on copyrighted material without consent, could jeopardise jobs and intellectual property rights. These concerns have also intensified after OpenAI's release of Sora 2, an advanced AI model capable of creating lifelike audio and video.
The Netflix CEO acknowledged that while AI has the potential to influence content creation, it wouldn’t replace human creativity.
Despite these hurdles, Netflix reported a 17% year-over-year revenue increase to $11.5 billion, falling slightly short of earlier estimates.
