Netflix, an American subscription video on-demand streaming service, has expanded its use of artificial intelligence across several core business areas, including content creation, user search, and ad sales, according to its latest stakeholder update.
In the letter to their stakeholders, they expand on how Generative AI (GenAI) workflows were applied to roughly 300 titles in 2026, with the heaviest adoption occurring in post-production. The company reported that creative teams are using GenAI from early pre-visualization through to delivery to produce higher quality work faster and at reduced costs. In certain cases, the technology allowed productions to execute complex visual sequences that would have otherwise been cut, including enhanced crowd scenes, historical battles, and worldbuilding shots.
Alongside production tools, Netflix shares that it has deployed Large Language Models (LLMs) to improve content discovery and analyze member preferences. The platform is also rolling out AI-powered natural language search and voice search functionality to help users find titles more intuitively.
This move from Netflix has sparked debate in the industry, with some of the prominent names commenting how it can affect the movie industry that is predominately based on creativity and talent.
In its advertising division, the document states that the company expanded AI tools throughout Q2 to manage everything from creative production to campaign optimization and reporting. Netflix is also extending programmatic buying to Pause Ads and live inventory, a move intended to reduce manual processes and open the platform to a wider range of advertisers.
