Netflix has let slip just how much Artificial Intelligence (AI) is shaping what we watch on the streamer.

The Californian company has confirmed that some 300 titles on its platform have made use of generative AI tools so far this year. The revelation came in the latest earnings report, and it turns out most of this AI work happens when filming wraps up, known as post-production.

That's when directors and editors piece everything together, add special effects, re-record dialogue, and polish the final product. Netflix said it's "increasingly leveraging these tools to deliver higher quality output more quickly and at a lower cost."

Netflix highlighted a few specific productions where AI made a real difference. For example, the Indian sports drama Glory, the Brazilian documentary Brasil 70: A Saga do Tri, and US series The American Experiment all relied on the technology to pull off ambitious scenes.

However, Netflix subscribers have reacted negatively to the announcement, with some voting with their wallets and unsubscribing altogether. One user wrote on X, formerly Twitter: "This is such an insanely embarrassing thing to admit. Shame on you Netflix, and shame on the 300 shows that use Gen AI."

Another wrote: "Netflix turning 300 shows into AI smoothies… creativity on life support."

Netflix turning 300 shows into AI smoothies… creativity on life support pic.twitter.com/sIC10Dj4RE

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These projects used AI to create what Netflix calls "highly complex sequences." For example, this could entail adding crowds to fill a stadium, recreating elaborate historical battle scenes, and sweeping establishing shots that set the scene for viewers.

Traditionally, these scenes would've all been made by hand using Computer-Generated Imagery (CGI) or other digital elements. With AI, the computer takes the prompt and creates the imagery without any further human input.

Essentially, AI helped filmmakers build entire worlds that would have been incredibly expensive or time-consuming to create the old-fashioned way. Netflix even suggested some of these large-scale scenes might never have been completed without generative AI lending a hand.

Co-CEO Ted Sarandos offered a concrete example of what these savings actually look like. He revealed that The American Experiment docuseries contains 17 minutes of AI-enhanced footage.

That material was produced in about half the time it would normally take, and at roughly half the cost of previous methods. Those are pretty significant numbers for any production budget.

Still, Mr Sarandos was keen to stress that AI isn't replacing the creative talent behind these projects. He described the technology as a creative assistant rather than a substitute for filmmakers.

Mr Sarandos said: “By equipping creatives with these tools, we believe they are going to enhance their abilities, and we are going to have better and more impact for every dollar we spend on our programming."

However, great storytelling, he emphasised, still depends on talented people. AI is meant to give them another tool to work with when bringing their vision to life.

Netflix no longer reveals the total number of paid subscribers during its quarterly earnings call, but the Californian firm referred to a global footprint of some 330 million households to investors. It confirmed that membership growth remained one of its primary revenue drivers, alongside price increases and adverts.