{"id":96636,"date":"2025-07-20T15:27:06","date_gmt":"2025-07-20T15:27:06","guid":{"rendered":"https:\/\/pakistaninewspaperlist.com\/news\/netflix-integrates-generative-ai-in-media-production-starting-with-el-atonata-the-express-tribune\/"},"modified":"2025-07-20T15:27:06","modified_gmt":"2025-07-20T15:27:06","slug":"netflix-integrates-generative-ai-in-media-production-starting-with-el-atonata-the-express-tribune","status":"publish","type":"post","link":"https:\/\/pakistaninewspaperlist.com\/news\/netflix-integrates-generative-ai-in-media-production-starting-with-el-atonata-the-express-tribune\/","title":{"rendered":"Netflix integrates generative AI in media production, starting with ‘El Atonata’ | The Express Tribune"},"content":{"rendered":"
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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

The company revealed this development during its post-results conference call on Thursday, 17 July.<\/p>\n

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<\/em>.<\/p>\n

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<\/a>.<\/p>\n

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

\u201cWe remain convinced that AI represents an incredible opportunity to help creators make films and series better, not just cheaper,” he said. “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

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Netflix used AI to create a scene in the show \u201cEl Atonata,\u201d finishing it 10x faster and cheaper than traditional effects.<\/p>\n

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<\/a><\/p>\n

\u2014 Road to superintelligence (@roadtoasi) July 18, 2025<\/a><\/p><\/blockquote>\n<\/div>\n

The use of AI tools in visual effects previously required high budgets, with advanced techniques like de-aging reserved for larger projects.<\/p>\n

However, Sarandos explained that AI is now enabling smaller-scale productions to access these cutting-edge tools.<\/p>\n

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

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

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

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>\n<\/p><\/div>\n