El Atonata: Netflix’s First Project Powered by Generative AI
Netflix has made a major leap in the entertainment industry by using generative artificial intelligence (GenAI) in its production process. The Argentine thriller El Atonata is the first project to use this technology. It marks the start of a new era of creativity and efficiency using AI.
A Groundbreaking Scene Created with AI
Ted Sarandos, Netflix’s co-CEO, said during the company’s second-quarter earnings call on July 17 that El Atonata has the company’s first AI-generated final footage. GenAI made a critical sequence in which a building falls apart dramatically.
Sarandos noted that this process worked 10 times faster and cost less than typical VFX methods. The scenario sticks out since it was made quickly and looks great, which shows how AI can make things go more smoothly without hurting the graphics.
Enhancing Creativity, Not Replacing Artists
Addressing concerns about AI replacing jobs, Sarandos emphasized Netflix’s position. “We believe AI is a powerful tool to help creators improve their work, not just to make it cheaper,” he said.
Netflix is already using GenAI capabilities to help producers with anything from pre-visualization to planning shots and adding special effects. This lets small-budget projects like El Atonata use advanced visual methods that were only available to high-end films before.
GenAI Expands Beyond Content Creation
Netflix is also applying GenAI in other areas. Co-CEO Greg Peters shared that AI now powers search, ad personalization, and overall user experience. The company plans to launch interactive AI-powered ads in late 2025, building on the success of their upgraded AI-driven search.
Financial Growth and Global Reach
Netflix is still growing quickly. It made $11.08 billion in the second quarter of 2025, which was 16% more than the same time the year before. Profits reached $3.13 billion, and in just six months, customers viewed more than 95 billion hours of material.
Notably, one-third of all views were for non-English films, such as El Atonata. This shows that Netflix is becoming more popular around the world.
A New Chapter in AI and Storytellin
El Atonata is more than simply a show for Netflix; it’s a glimpse of what the future of entertainment could be like. Netflix is providing new possibilities for storytellers all across the world by combining technology with creativity.
