Netflix has used generative AI in around 300 of its shows and movies this year alone

[Woven Sasha]

In its Q2 2026 shareholder letter, Netflix revealed it has used generative AI workflows in roughly 300 of its titles so far this year, with the heaviest concentration of use in post production. The company wrote that GenAI utilization by its creative partners is scaling quickly across the entire production lifecycle, from concept and pre-visualization through to post and delivery, and that it expects usage to keep increasing

Netflix cited specific examples where the tools let productions include sequences that would otherwise have been cut for budget reasons, the boxing series Glory, made in India, the period football drama Brazil 70: The Third Star, and documentary series The American Experiment all used generative AI to create enhanced crowds, historical battle sequences and worldbuilding establishing shots that wouldn't have been affordable through traditional visual effects work

This builds on a pattern Netflix has been open about for a while. CEO Ted Sarandos pointed to Argentine sci-fi series The Eternaut roughly a year ago as an early example, saying an AI assisted VFX sequence was completed ten times faster than traditional tools would have allowed, and argued the technology is there to help creators make films and series better, not just cheaper. AI has also shown up in earlier documentaries including What Jennifer Did and Dirty Pop: The Boyband Scam. The company has separately partnered with OpenAI to redesign its homepage, announced plans to bring AI generated advertising to lower tier subscribers, and spent $600 million acquiring Ben Affleck's AI company InterPositive earlier this year

The revelation landed inside a broader earnings update, Netflix reported revenue up 13 percent year on year, but guided third quarter profit growth down slightly to an 11 percent increase, still representing roughly $12.86 billion in profit. Despite the otherwise solid numbers, Netflix stock fell about 9 percent following the announcement. With generative AI use concentrated in post production, much of it likely goes unnoticed by ordinary viewers already, meaning most subscribers have probably watched something touched by these tools without ever being aware of it

Netflix has used generative AI in around 300 of its films and shows this yearfilmstories.co.uk

[Eastern Aaron]

The framing of enabling scenes that would otherwise be cut for budget reasons is a much more defensible use case than just generic cost cutting across the board, crowd scenes and historical battle sequences are exactly where this kind of tool makes practical sense

[IronFist56]

300 titles this year alone is a bigger number than I expected, and the fact most of it happens invisibly in post production means plenty of viewers have already watched AI touched footage without ever clocking it

[Wandering Matt]

The Eternaut VFX sequence finishing ten times faster than traditional methods is a concrete productivity claim rather than just vague marketing language about AI improving storytelling

[Kane72]

Stock falling 9 percent despite revenue actually being up 13 percent shows investors are clearly reacting to something else in this report, probably the slightly softer profit guidance rather than the AI usage disclosure itself

[William]

The $600 million InterPositive acquisition combined with the OpenAI homepage partnership shows Netflix is betting on AI well beyond just VFX, this is becoming a company wide strategy rather than one department's tool

[SchrodingersCat]

Curious where the line actually sits between helpful, invisible post production assistance and something audiences would object to if they knew about it, this disclosure suggests Netflix is betting most people won't care either way

[James_46]

The Shanghai preview move is smart marketing. Marvel knows international audiences, especially in China, can drive huge box office numbers.

Giving them an early look builds hype where it matters financially.

Also creates that "exclusive reveal" buzz that spreads online quickly.

Classic play, but still effective.

[Lewis_43]

RDJ as Doctor Doom still feels surreal.

Going from Iron Man to one of Marvel's most iconic villains is a bold swing.

If they lean into a completely different tone and presence, it could really work.

If it feels like Tony Stark in a mask, then it might fall flat

[Lily98]

The delay to December gives them breathing room, but it also raises expectations.

More time means people expect a more polished, cohesive film.

Marvel cannot afford another mixed reception at this stage.

This one needs to land.

[Tia91]

Doctor Doom is not just another villain.

He needs to feel like a long-term threat, not a one-movie obstacle.

If RDJ can bring gravitas and restraint instead of quips, that would set the tone properly.

Big opportunity here.

[Slate Mike]

The marketing ramp-up already feels more deliberate than recent Marvel releases.

Less scattershot, more focused.

That alone might help rebuild some confidence.

They needed a reset.

[RandyOrton]

There is also the question of tone.

Marvel has leaned heavily on humor for years.

Doom works better in a more serious, controlled environment.

Balancing that will be key.