Netflix Wants to Use AI Across Its Entire From Platform to Content Production Pipeline

Netflix has confirmed plans to integrate generative AI across its business operations, from content creation to advertising and user experience. In its Q3 2025 shareholder letter, the streaming giant said AI will help creators produce stories “better, faster, and in new ways.” The company is already testing conversational search, AI-assisted CGI tools, and personalised ad formats. Netflix reported 17 percent year-on-year revenue growth.