Netflix

Netflix reported 12,6 Md$ in revenue for Q2 FY2026, up 13 % year over year, with a 33,4 % operating margin, and used the same shareholder letter to place technology alongside entertainment value and monetization as one of three strategic axes. The line management chose, "leveraging technology to improve every aspect of our service," covers three distinct uses of «GenAI» that the letter keeps separate: production, discovery, and advertising.

Production is where the numbers appear. Netflix says its creative partners applied «GenAI» workflows to roughly 300 titles in 2026, concentrated in post-production, and names Glory (India), Brasil 70: A Saga do Tri (Brazil) and The American Experiment (US) as productions that used it for crowd augmentation, historical battles and worldbuilding establishing shots. The letter claims some of those sequences would otherwise have been dropped. The framing is consistent throughout: «GenAI» augments creators, never replaces them, which sidesteps the rights and employment argument entirely.

On the product side «LLM»s feed title discovery, and search now accepts voice and natural language. In advertising, Netflix extended AI tooling across planning, creative production, campaign management, optimization and reporting, and pushed programmatic access to Pause Ads and live inventory.

The other reason this name recurs is «UDA», the Unified Data Architecture Netflix built on an RDF/SHACL knowledge graph under the principle "Model Once, Represent Everywhere." Business concepts like "actor" or "movie" had been redefined independently in every system. «UDA» turns the conceptual model into a control plane that generates schemas and provisions services.