Netflix uses AI to preview scenes, fix shots, and sell shows worldwide
The work is practical, not flashy, and filmmakers stay in charge of creative choices.
Lenny's Podcast: Product | Growth | Career · Why Netflix is betting on systems thinkers—not specialists—in the AI era | Elizabeth Stone (CPTO)At Netflix, one of the most practical uses of artificial intelligence is not writing scripts but doing the unglamorous work around filming. Elizabeth Stone, the company's chief product and technology officer, says AI now touches a show before shooting starts, after scenes are shot, and again when the finished title needs to find viewers in other countries.
It starts with what filmmakers call pre-visualization. That means showing what a creator imagines before anyone arrives on a set and production begins. The idea is to test what a scene could look like early.
Then comes post-production. Netflix recently acquired a company called Inner Positive, founded by Ben Affleck, which developed models to adjust footage after it has been shot. Stone says the tools can relight a scene, reframe a shot, reshoot a moment, or change dialogue. The goal, she says, is higher quality content, with the filmmaker still leading and deciding what else to try to realize the vision.
Finally, there is the work of presenting the title. Netflix has long used machine learning to produce promo images and videos in large numbers and to localize shows with subtitles and dubs. Stone says generative AI is a large step forward for that same work, including high quality trailers, images, and artwork that help shows reach viewers in different countries. Some of the tools are built inside Netflix, and some come from outside vendors.
The through line is that filmmakers decide what the story should be.
Questions people ask
Does this mean AI is directing Netflix shows?
No. Stone describes the process as creator led, with the filmmaker deciding what to try. The AI supplies options for previewing, revising, and packaging, but the creative judgment about story and performance remains with people.
What does it mean to relight a shot after filming?
It means changing how light appears in footage that already exists. Editors can brighten a dark face, warm a cold room, or match shots filmed at different times of day, without bringing actors and crews back for another shoot.
Why are subtitles, dubs, and artwork such a big job?
Netflix releases shows and films in dozens of languages and needs matching subtitles, voice dubs, trailers, and artwork for each market. AI helps produce that large volume faster, while human review is still needed to catch errors in translation, timing, and tone.