During Netflix's earnings call on July 17, co-CEO Ted Sarandos revealed the company's first use of generative AI (GenAI) in its original series The Eternaut, where it expedited a costly visual effects scene, completing it 10 times faster than traditional methods. “AI represents an incredible opportunity to help creators make films and series better, not just cheaper,” said Sarandos. Netflix plans to enhance storytelling and improve advertising strategies amid rising revenue expectations of $44.8 billion for 2025.