Netflix, Inc.

Official post of Netflix EMEA production VP Anna Mallett's IBC 2026 keynote: tools, including machine-learning ones, must meet Netflix's security, rights and responsibility criteria, and people, not tools, make the story.

“it's not the tools that make the story - it's the people who use them.”

Q2 2026 shareholder letter (8-K exhibit) reports generative AI workflows used in roughly 300 titles, mostly post-production, plus AI across the advertising lifecycle. No statement on human creativity.

“GenAI workflows have been used in roughly 300 of our titles, with the largest concentration of work in post-production.”

FY2025 Form 10-K risk factors treat generative AI as a competitive, regulatory, IP and cybersecurity risk; no risk factor commits to human-first production.

“new technological developments, including the development and use of generative AI, are rapidly evolving”

Q3 2025 shareholder letter confirms Netflix released production guidance for creators on responsible generative AI use, while describing GenAI de-aging in 'Happy Gilmore 2', GenAI pre-visualization and AI-generated ad creative.

“To help our creative partners use these new technologies responsibly, we recently released production guidance for creators.”

TV Technology quotes the guiding principles of Netflix's production-partner generative AI guidance: no replacement of union-represented work, no unconsented digital likenesses, no content mistaken for real events, written approval for final deliverables.

“Ensure that your use of GenAI does not replace or materially impact work typically done by union-represented individuals”

TheWrap reports Netflix's Partner Help Center guidelines 'Using Generative AI in Content Production', which require escalation or written approval and protect union-covered work and performances.

“GenAI is not used to replace or generate new talent performances or union-covered work without consent.”

UPI reports Sarandos's statement positioning AI as a creator-empowering opportunity rather than only a cost cutter.

“We remain convinced that AI represents an incredible opportunity to help creators make films and series better, not just cheaper”

Q2 2025 earnings call transcript: co-CEO Ted Sarandos discloses that a VFX shot in 'El Eternauta' is Netflix's first generative AI final footage, completed ten times faster.

“So that sequence actually is the very first GenAI final footage to appear on screen in a Netflix, Inc. original series or film.”

Netflix's official Upfront 2025 post announces generative-AI-based ad formats to be available in all ad-supported countries by 2026.

“Netflix debuted a new modular framework for ad formats that leverages generative AI”

Variety reports Sarandos framing AI as a creator tool and his earlier remark that AI will not take creatives' jobs but people who use AI well might.

“I think that AI is going to generate a great set of creator tools, a great way for creators to tell better stories.”