Introduction
In an era where technology and creativity intersect in unprecedented ways, Netflix stands at the forefront of innovation by integrating generative AI into its production processes. This leap was recently highlighted in its Argentine original, The Eternaut, marking a significant milestone in how visual effects (VFX) are created and opening a new chapter in the streaming giant’s storytelling capabilities. Released in April 2025, the show utilized generative AI to craft a visually stunning post-apocalyptic narrative, setting a precedent for future productions. This development not only reflects Netflix’s commitment to cutting-edge technology but also raises intriguing questions about the future of creativity and labor in the entertainment industry.
The Use of Generative AI in The Eternaut
During Netflix’s earnings call, co-CEO Ted Sarandos revealed that generative AI was employed to create a pivotal VFX shot depicting a building collapse in Buenos Aires. This decision was driven by the need for cost efficiency and speed, as traditional methods would have been economically unfeasible for a production of its scale. According to Sarandos, the AI-powered tools completed the sequence ten times faster than conventional VFX workflows, highlighting the technology’s potential to revolutionize production timelines and budgets.
Why AI?
- Cost Efficiency: AI reduces the need for large teams of artists, significantly cutting down on labor costs.
- Speed: AI accelerates production timelines, allowing for rapid iteration and completion of complex visual sequences.
- Innovation: AI tools open new creative possibilities, enabling filmmakers to visualize scenes that were previously impractical due to budget constraints.
Industry Reactions and Concerns
While Netflix’s embrace of AI in production is groundbreaking, it has not been without controversy. The entertainment industry is witnessing a surge in labor strikes, with AI’s role in creative processes being a central issue. The SAG-AFTRA video game strike, recently resolved, underscored the industry’s demand for protections against AI, reflecting widespread concern about job displacement and the potential misuse of AI technology.
Historical Context
| Date | Event |
|---|---|
| 2024 | The film The Brutalist faced backlash for using AI during production. |
| 2025 | SAG-AFTRA video game strike focused on AI protections. |
The controversy surrounding AI’s integration into creative industries is further compounded by ongoing debates about the legality of training generative models on copyrighted materials. This unresolved issue continues to fuel discussions about intellectual property rights in the age of AI.
Netflix’s Broader AI Strategy
Netflix’s application of generative AI in The Eternaut is part of a broader strategy to integrate AI across various facets of its business. The company plans to use AI for creating advertisements for its ad-supported subscription tier, enhancing user experience with a new search function powered by OpenAI models, and potentially more.
Potential Benefits
- Enhanced Personalization: AI can tailor content recommendations to individual viewer preferences, improving user engagement.
- Operational Efficiency: AI-driven tools can streamline operations, reducing overhead costs and improving service delivery.
- Competitive Edge: By leveraging AI, Netflix positions itself as a tech-forward company, staying ahead of competitors in the streaming space.
Conclusion
As Netflix continues to explore the potential of generative AI, it faces a delicate balancing act between innovation and the ethical considerations surrounding technology’s impact on the creative workforce. The company’s pioneering use of AI in The Eternaut not only sets a new standard for visual storytelling but also invites broader discussions about the role of AI in entertainment.
With AI’s capabilities rapidly advancing, the entertainment industry must navigate the challenges and opportunities it presents, ensuring that technological progress does not come at the expense of artistic integrity and labor rights. Netflix’s journey with AI is just beginning, and its outcomes will likely influence how other media companies approach this powerful technology.
Source: Netflix is already using generative AI in its original shows
Tags: generative AI, Netflix, visual effects, entertainment technology, streaming innovation, AI ethics, creative industry
Image source: Original Article
