Skip to main content Tom's Guide Tom's Guide Search Tom's Guide View Profile Newsletters Best Picks Entertainment OpenAI announcement Switch 2 Restock Galaxy Z Fold 7 iPhone 17 Air Best laptops Wordle Today Best Mattress Recommended reading Prime Video Prime Video just revealed several generative AI features — including one I don't like The first truly copyright-free AI video generator has arrived — here's what we know Netflix is bringing generative AI to your screen — but it's not what you think Oscars set new AI rules — here’s what it means for the future of movies Google Gemini How to use Google Flow — the new AI video generator made for filmmakers Forget YouTube — Google's new Flow TV offers mesmerizing AI videos for free YouTube just launched new generative AI features that could prove controversial Netflix just gave its reasons for using generative AI in a TV show — and it could be a watershed moment Alex Hughes 21 July 2025 AI video making it into Hollywood When you purchase through links on our site, we may earn an affiliate commission. Here’s how it works. (Image credit: Netflix) AI video has come a long way in recent years. As the quality has risen, so have people’s concerns about its implications for the creative industries. Now, it looks like the tech is making its way further into Hollywood with Netflix giving it its blessing. In an earnings call, Netflix co-CEO Ted Sarandos opened up on how the Netflix team behind the TV show The Eternaut utilised AI to speed up the production process. The use of AI appears in one scene in the show. It depicts a building collapsing and was made in collaboration between Netflix’s internal production team and a group of producers using AI to help create the scene. You may like Prime Video just revealed several generative AI features — including one I don't like The first truly copyright-free AI video generator has arrived — here's what we know Netflix is bringing generative AI to your screen — but it's not what you think (Image credit: Shutterstock; Netflix) Sarandos claimed that, through the use of AI, the scene was completed 10 times faster than would have been possible with traditional tools. It was also done at a much lower cost. Through the use of AI, the scene was completed 10 times faster than would have been possible with traditional tools. It was also done at a much lower cost. “We remain convinced that AI represents an incredible opportunity to help creators make films and series better, not just cheaper. There are AI-powered creator tools. So this is real people doing real work with better tools,” Sarandos said during the call. “Our creators are already seeing the benefits in production through pre-visualization and shot-planning work, and certainly visual effects. It used to be that only big-budget projects would have access to advanced visual effects like de-aging.” Netflix’s other CEO, Greg Peters, has also said that the company is using generative AI in other parts of the business. Sign up to get the BEST of Tom's Guide direct to your inbox. Get instant access to breaking news, the hottest reviews, great deals and helpful tips. Contact me with news and offers from other Future brandsReceive email from us on behalf of our trusted partners or sponsorsBy submitting your information you agree to the Terms & Conditions and Privacy Policy and are aged 16 or over. This includes personalization, search and advertisements. However, this is the first time Netflix has publicly used AI in the production of one of its shows. Is AI now at film-level quality? Moonvalley's video clips could be the next big thing in TV and film (Image credit: Moonvalley AI) Just a few years ago, the quality of AI video was so poor that any reasonable person would have spotted it in a TV show or film. However, that is no longer the case. The likes of Google’s Veo 3 have shown how far not just AI video has come but even AI audio generation. Recently, the first copyright-free AI video generator was announced. It claimed to be able to produce AI video at movie-level quality and aimed to help movie makers speed up the production process and reduce costs. While it is not clear which AI software Netflix used in this process, the quality was high enough to be undetectable. Netflix has seemingly become pretty comfortable with the use of AI. It uses AI art generators for the intro of its Marvel TV show Secret Invasion, and has been rolling out AI features across different parts of its platform. Based on the success of this latest project, and the company's positive attitude towards it, I wouldn't be surprised to see Netflix delve deeper into the use of AI in future projects. More from Tom's Guide Follow Tom's Guide on Google News to get our up-to-date news, how-tos, and reviews in your feeds. Make sure to click the Follow button. Google’s new AI called toy stores for me — and actually found a Labubu I used Google’s Veo 3 to create AI ASMR food videos I upgraded to Alexa+ for my busy family — here’s what it did surprisingly well Back to Laptops AMD Ryzen 7 Intel Core i3 Intel Core i5 Intel Core i7 Storage Size Screen Size Refurbished Screen Type Storage Type Showing 10 of 122 deals Apple 13" MacBook Air M4 (2025) (256GB Blue) $849Preorder Apple 15" MacBook Air M4 (2025) (16GB RAM SSD) $1,035View Dell XPS 13 (2016) Lenovo Yoga Slim 7x (Gen 9) (512GB OLED) $858.11View Lenovo IdeaPad Flex 5i ChromeBook Plus (14-inch 2TB) $479.99View Asus ROG Zephyrus G14 (2024) (14-inch 1TB) $1,849View Apple 13" MacBook Air M4 (2025) Apple 15" MacBook Air M4 (2025) (16GB RAM SSD) $1,248View Dell XPS 13 Plus (13.4-inch) $909.99View Lenovo Yoga Slim 7x (Gen 9) $1,289.99View See more AI News Alex Hughes Social Links Navigation Alex is the AI editor at TomsGuide. Dialed into all things artificial intelligence in the world right now, he knows the best chatbots, the weirdest AI image generators, and the ins and outs of one of tech’s biggest topics. Before joining the Tom’s Guide team, Alex worked for the brands TechRadar and BBC Science Focus. He was highly commended in the Specialist Writer category at the BSME's 2023 and was part of a team to win best podcast at the BSME's 2025. In his time as a journalist, he has covered the latest in AI and robotics, broadband deals, the potential for alien life, the science of being slapped, and just about everything in between. When he’s not trying to wrap his head around the latest AI whitepaper, Alex pretends to be a capable runner, cook, and climber. You must confirm your public display name before commenting Please logout and then login again, you will then be prompted to enter your display name. Prime Video just revealed several generative AI features — including one I don't like The first truly copyright-free AI video generator has arrived — here's what we know Netflix is bringing generative AI to your screen — but it's not what you think Oscars set new AI rules — here’s what it means for the future of movies How to use Google Flow — the new AI video generator made for filmmakers Forget YouTube — Google's new Flow TV offers mesmerizing AI videos for free Latest in AI Google’s new AI called toy stores for me — and actually found a Labubu I upgraded to Alexa+ for my busy family — here’s what it did surprisingly well GPT-5 will be here soon — here's why I'll be using it over Claude, Gemini and Grok ChatGPT is testing watermarks on AI-generated images — here's what you need to know OpenAI's new ChatGPT agent is here — 5 features that change everything You've been prompting ChatGPT all wrong — 3 expert tips you need to know Latest in News iPhone Fold battery capacity could be way larger than Samsung or Google's foldables' iPad Pro M5 tipped for big dual-camera upgrade — but not where you'd think Netflix’s top 10 now includes this chilling werewolf movie — and it’s got real bite Garmin fans, I have good news — we could be about to get 2 new smartwatches very soon Netflix just added a twist-filled mystery thriller series made for binge-watching — and it might be your next guilty pleasure PS5 30th Anniversary Collection restock live — latest updates as limited-edition console and controller drop at PlayStation Direct LATEST ARTICLES Netflix just gave its reasons for using generative AI in a TV show — and it could be a watershed moment I test headphones for a living — here's why the AirPods Max have a permanent home on my desk Netflix’s top 10 now includes this chilling werewolf movie — and it’s got real bite iPhone Fold battery capacity could be way larger than Samsung or Google's foldables' Your iPhone Notes app has a secret messaging feature — here's how to use it Tom's Guide is part of Future US Inc, an international media group and leading digital publisher. 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