Netflix Says It’s “All In” on Artificial Intelligence

Netflix is going “all in” on artificial intelligence (AI), signaling a major shift in how the world’s largest streaming service plans to create content. The company says AI will soon influence everything from personalized recommendations to advertising and film production.

In its third-quarter 2025 shareholder letter, Netflix said it is “very well positioned to effectively leverage ongoing advances in AI.” The company also stated its vast global data and machine-learning capabilities as competitive advantages. Netflix called generative AI a “significant opportunity” to improve experiences for members, creators, and its overall business.

How Netflix Plans to Use AI

In the letter, Netflix outlined several specific ways it’s using AI and generative AI tools to enhance its streaming platform:

• Improving user experience: The company will test a conversational search feature that allows members to explore its library using natural language, helping them find titles more easily.
• Marketing and localization: Netflix plans to use generative AI to create promotional materials in multiple languages, streamlining how content is marketed globally.
• Advertising innovation: As the company grows its ad-supported tier, it plans to use AI to test new ad formats and improve the relevance and efficiency of its advertising campaigns.

These initiatives are part of Netflix’s broader effort to integrate AI into nearly every area of its business.

Co-CEO Ted Sarandos said during Netflix’s October 2025 earnings call that Netflix is fully committed to using AI but emphasized that it will not replace creative talent.

“Writing and making shows and films well is a rare commodity,” Sarandos said. “It takes a great artist to make something great.”

Netflix is looking to use AI to improve efficiency, personalize viewing experiences, and scale its advertising business. In the third quarter of 2025, Netflix reported $11.51 billion in revenue, which was up 17% year over year.

By integrating AI into its platform and creative processes, Netflix hopes to strengthen its recommendation systems, streamline production, and grow its advertising revenue. The company said its data and scale give it a unique advantage in adopting the responsible use of AI.