Netflix is using generative artificial intelligence (AI) for the first time in one of its shows. The streaming giant said that it used AI to create the dramatic VFX used in its new Argentinian sci-fi series, The Eternaut.
The show, which revolves around a snowstorm that kills millions, follows a group of survivors. Meanwhile, one of the highlights of the show, where a towering building in Buenos Aires collapses, is made possible thanks to generative AI. “We made something that usually took longer and cost a lot less,” said Eyeline Studios, the official innovation team of Netflix.
Netflix co-CEO Ted Sarandos, during a quarterly earnings call, announced the news that the AI tech makes it easier to be creative and not just save costs. According to Sarandos, “Generative AI is an amazing opportunity to help creators make better, not cheaper films and series.” He notes that the AI-generated sequence was done at a speed that is 10 times faster than traditional VFX processes and within the show’s small budget.
This is the first time final generative AI footage has shown up in a Netflix original, suggesting how productions might be done in the future. But the film industry notoriously has problems with the production and use of artificial intelligence. In 2023, strikes were held over labor issues related to AI usage. Following this, agreements were struck to leave AI to the creators.
Netflix uses AI to empower employees, not eliminate them, according to Sarandos’ statement. “It’s actual folks doing actual jobs using better tools,” he said. Our creators are experiencing the advantage through pre-visualization, shot planning, and visual effects. The use of these tools is expanding their horizon.
Greg Peters, the co-CEO, hinted that Netflix may also use AI for further enhancements. For example, they could add voice search functions to improve users’ experiences. Moreover, with its ad content, Netflix may use AI to generate messaging tailored to users.
Even though the industry is worried about AI, Netflix is presenting generative AI as a creative partner. As the tools evolve, new opportunities for storytellers will arise, along with bringing audiences into their world.
Conclusion
This use of generative AI in The Eternaut by Netflix heralds a new era of entertainment. Through AI integration into its workflow, the platform shows how technology can complement storytelling without replacing it. Despite some lingering doubts in the industry, Netflix’s approach offers insight into how innovation and creativity can complement one another.
