Netflix has revealed that around 300 titles on its platform now feature generative AI, most notably in post-production. This innovative use of technology is helping to deliver higher quality output more quickly and at a lower cost.

The American Experiment docuseries even includes 17 minutes of 'AI-enhanced' footage, produced twice as fast and at half the usual cost. The show's co-CEO, Ted Sarandos, highlighted that AI has enabled key shots to be included which would otherwise have been omitted due to budget constraints.

In addition to cutting costs and improving efficiency, Netflix is investing more heavily in AI technology. This includes acquiring Ben Affleck’s AI startup and establishing an AI animation studio. The service even used the voice of Gene Wilder, generated by AI, for a new reality show based on Roald Dahl's Charlie and the Chocolate Factory.

Despite these advancements, Netflix is keen to stress that time spent watching content is just one aspect of viewer engagement. With over 97 billion hours watched in the past year, up by 2%, the streaming giant remains optimistic about its growth prospects despite concerns from Bloomberg regarding viewer retention.

The introduction of new formats such as video podcasts and TikTok-style clips aims to compete with free services like YouTube. Netflix is also considering adding always-on channels, further expanding its content offerings.