Netflix has pioneered the use of generative AI in its Argentine series, "El Atonato," for the creation of a compelling building collapse scene. This technology has significantly enhanced production efficiency, accelerating the process tenfold compared to conventional visual effects tools, while also reducing costs. According to Netflix, AI not only serves as a cost-saving measure but also elevates creative quality, showcasing its advantages in pre-visualization, shot planning, and visual effects. Furthermore, Netflix leverages generative AI in personalized recommendations, search functionalities, and advertising, with ambitions to introduce interactive advertisements in the near future. The latest financial report underscores the company's success, revealing revenues of $11.08 billion and profits of $3.13 billion in the second quarter, accompanied by a steady increase in user viewing hours.