LOS GATOS, Calif. – Netflix says generative artificial intelligence workflows have been used in roughly 300 of its titles this year, one of the clearest disclosures yet of how widely the technology is entering mainstream film and television production.

The company disclosed the figure in its second-quarter shareholder letter. Netflix said the largest concentration of the work has been in post-production, though its creative partners are using generative AI across a broader production lifecycle that includes concept development, pre-visualization, post-production and delivery.

Netflix said the tools are helping productions create work more quickly and at lower cost. In some cases, the company said, productions would have left out particular shots or sequences without generative AI.

The shareholder letter identified three examples: the Indian series Glory, the Brazilian production Brasil 70: A Saga do Tri and the U.S. documentary series The American Experiment. Netflix said the tools were used for complex sequences including enhanced crowds, historical battles and world-building establishing shots.

The disclosure does not mean 300 titles were generated wholesale by AI. Netflix did not provide a title-by-title list or define a minimum threshold for saying a workflow had been used. The category could include narrow post-production tasks as well as more visible additions to a finished scene.

Netflix is also expanding AI elsewhere in the service. It said large language models are being used to improve title discovery and understand member preferences. The company is adding voice search and natural-language search, and it has expanded AI-powered tools across advertising planning, creative production, campaign management and reporting.

The scale of the production figure is likely to intensify questions already facing studios and streamers. Performers, writers, directors and visual-effects workers have pressed entertainment companies for clear consent, compensation and attribution rules as synthetic media becomes easier to create.

For audiences, the next issue may be transparency. Netflix described where the technology is being used, but it has not announced a uniform consumer-facing label for titles that incorporate generative AI. As the tools move from isolated tests to regular production work, studios will face growing pressure to explain what was generated, who approved it and how creative contributors were protected.