{"id":14042,"date":"2025-07-18T15:05:33","date_gmt":"2025-07-18T15:05:33","guid":{"rendered":"https:\/\/ipp-news.com\/?p=14042"},"modified":"2025-07-18T15:05:33","modified_gmt":"2025-07-18T15:05:33","slug":"netflix-integrates-generative-ai-in-media-production-starting-with-el-atonata","status":"publish","type":"post","link":"https:\/\/ipp-news.com\/?p=14042","title":{"rendered":"Netflix integrates generative AI in media production, starting with &#8216;El Atonata&#8217;"},"content":{"rendered":"<div>Netflix has officially begun incorporating generative artificial intelligence (GenAI) into its film and television productions, marking a significant shift in the entertainment industry.<\/p>\n<p>The company revealed this development during its post-results conference call on Thursday, 17 July.<\/p>\n<p>Ted Sarandos, co-CEO of Netflix, shared that the platform had used GenAI for the first time in creating final footage for a scene in the Argentine show El Atonata.<\/p>\n<p>The AI-generated scene features a building collapse, which was completed ten times faster than traditional visual effects methods and at a reduced cost, as reported by TechCrunch.<\/p>\n<p>Sarandos emphasised that Netflix views AI not just as a tool for cutting costs but as a means to enhance the creative process.<\/p>\n<p>\u201cWe remain convinced that AI represents an incredible opportunity to help creators make films and series better, not just cheaper,&#8221; he said. &#8220;There are AI-powered creator tools that allow real people to do real work with better tools. Our creators are already seeing benefits in production, particularly in pre-visualisation, shot planning, and visual effects.\u201d<\/p>\n<p>Netflix used AI to create a scene in the show \u201cEl Atonata,\u201d finishing it 10x faster and cheaper than traditional effects.<\/p>\n<p>AI also helps with personalization, search, and upcoming interactive ads. Netflix Q2 revenue: $11B, with 95B hours watched so far in 2025. pic.twitter.com\/UCzT0DQCSo<br \/>\n\u2014 Road to superintelligence (@roadtoasi) July 18, 2025<\/p>\n<p>The use of AI tools in visual effects previously required high budgets, with advanced techniques like de-aging reserved for larger projects.<\/p>\n<p>However, Sarandos explained that AI is now enabling smaller-scale productions to access these cutting-edge tools.<\/p>\n<p>Greg Peters, Netflix\u2019s co-CEO, also mentioned that GenAI is being utilised in other areas of the company\u2019s operations, including personalisation, search, and advertising.<\/p>\n<p>Netflix is aiming to roll out interactive ads in the second half of 2025, following the successful launch of AI-powered search earlier this year.<\/p>\n<p>Netflix reported a revenue of $11.08 billion for the second quarter of 2025, marking a 16% increase compared to the same period last year.<\/p>\n<p>The company also reported a profit of $3.13 billion and highlighted that users watched over 95 billion hours of content in the first half of the year, with non-English titles accounting for one-third of all views.<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Netflix has officially begun incorporating generative artificial intelligence (GenAI) into its film and television productions, marking a significant shift in the entertainment industry. The company revealed this development during its post-results conference call on Thursday, 17 July. Ted Sarandos, co-CEO of Netflix, shared that the platform had used GenAI for the first time in creating [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-14042","post","type-post","status-publish","format-standard","hentry","category-english-news"],"_links":{"self":[{"href":"https:\/\/ipp-news.com\/index.php?rest_route=\/wp\/v2\/posts\/14042","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ipp-news.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ipp-news.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ipp-news.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ipp-news.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=14042"}],"version-history":[{"count":0,"href":"https:\/\/ipp-news.com\/index.php?rest_route=\/wp\/v2\/posts\/14042\/revisions"}],"wp:attachment":[{"href":"https:\/\/ipp-news.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=14042"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ipp-news.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=14042"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ipp-news.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=14042"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}