Netflix deployed generative AI tools in the production of some of its original series and films, using AI to generate or enhance visual effects scenes that would have been prohibitively expensive using traditional methods.

Netflix confirmed its first on-screen use of generative AI in the Argentine sci-fi series 'The Eternaut,' where AI generated a building collapse sequence. The filmmakers behind 'Happy Gilmore 2' also used AI to de-age characters in the opening sequence. Netflix's publicly available production guidance, published on its Partner Help Center, formally acknowledges that generative AI tools — capable of producing video, images, audio, and text — are 'increasingly being used across creative workflows in Content Production.' The guidance stipulates that AI-generated content must not replace union-covered work without consent and that key creative elements require written approval from Netflix.