Netflix Integrates AI to Generate Complex Crowd and Battle Scenes

Netflix has integrated artificial intelligence into approximately 300 titles this year, marking a significant shift in how the streaming giant produces its content. During a quarterly earnings update on July 16, co-chief executive Ted Sarandos revealed that the company is now utilizing AI to generate highly complex sequences, including expansive crowd scenes and historical battle footage.

Expanding Creative Capabilities

According to Sarandos, the implementation of AI allows for the creation of visual sequences that might otherwise remain unproduced due to prohibitive time or budget constraints. He emphasized that the technology serves as a tool for filmmakers rather than a replacement for human creativity. "Movies are being made by people who make movies," Sarandos stated. "AI provides them with better tools to make them even better."
The company’s commitment to this technology is further evidenced by its acquisition of InterPositive, a firm founded by actor Ben Affleck that specializes in AI tools for filmmakers. Beyond production, Netflix continues to use AI to power the recommendation algorithms that suggest content to its users. The platform has previously showcased these capabilities, such as a scene in the Argentinian series El Eternauta that utilized AI to depict a building collapse.

Industry Tensions and Future Outlook

The integration of AI remains a contentious issue within Hollywood, serving as a primary point of friction between studios and creative professionals. While studios view the technology as a vital avenue for cost savings, many in the industry fear that software could eventually displace human workers. These concerns were central to the 2023 Hollywood strikes, where screenwriters and actors expressed apprehension regarding the potential for AI to replace their roles in future productions.
Despite these concerns, some industry leaders suggest that AI may be necessary for the sustainability of large-scale filmmaking. Director James Cameron noted in 2025 that the use of AI could become essential for the industry, suggesting that production costs for blockbuster films with heavy special effects must be halved to remain viable. By aggressively adopting AI-assisted production, Netflix is positioning itself to increase pressure on rival studios and streaming services.

Operational Updates

In addition to its focus on AI, Netflix announced changes to its reporting structure during the July earnings update. The company stated that it will provide updates regarding the popularity of its films and series once per year, moving away from its previous schedule of twice-yearly reporting. As the company continues to refine its production processes, it remains clear that AI will play an increasingly prominent role in its content strategy.