Netflix has officially announced that it used generative AI to create visual effects in one of its original series, the first time that fully AI-generated footage has appeared in a final scene on the platform. The series? The Argentine sci-fi drama El Eternauta, featuring a striking building collapse in Buenos Aires that would have been impossible to produce within its budget using traditional visual effects techniques.
Fast, Flexible, and Artistically Bold
During Netflix’s quarterly earnings call, co‑CEO Ted Sarandos revealed that Netflix’s Eyeline Studios powered the AI-generated sequence. The outcome was a 10 times faster production and a cost that would have been unfeasible otherwise, transforming a high-concept effect into reality for a modest show.
Sarandos emphasized that Netflix aims to make stories “better, not just cheaper”, enabling creative ideas that were previously out of reach due to financial constraints.
AI in Hollywood: Innovation with Controversy
AI tools are not new to Hollywood but their use has sparked tension, especially following the 2023 writers’ and actors’ strikes, where AI was a central concern. Many worry that tools like these may replace human creatives and reduce opportunities in filmmaking.
Despite these concerns, Netflix co‑CEO Greg Peters shared that AI’s role could extend beyond visual effects, into voice-activated content discovery (“Find me a cold war thriller with a twist”) and smarter, AI-generated ads.
Democratizing Creativity
Netflix’s evolving AI strategy focuses on empowering creators, not replacing them. Sarandos cited the example of the film Pedro Páramo, where generative AI was used for de‑aging tricks previously only affordable in films like The Irishman, demonstrating how independent projects can now access premium visual effects on a budget.
While Hollywood titans like James Cameron focus on the cost-cutting potential of AI, Sarandos presents a different vision: enabling more ambitious storytelling, not just cheaper visuals.
What This Means for You
- TV & film visuals are leveling up: Expect cinematic-quality scenes even in mid-tier productions.
- Production timelines may shrink: Faster creation cycles could mean more content and less waiting time.
- Creative control remains human: AI is positioned as a support tool not a replacement for human ingenuity.
That said, there is a growing concern around how many AI-generated elements remain unacknowledged by viewers, raising questions about transparency and authenticity in media consumption.
Key Takeaway
Netflix’s AI initiative is not a gimmick; it shows that the entertainment industry is transforming. Despite ethical concerns, the combination of human imagination and AI functionality has the power to positively change storytelling. Provided that creators retain control, we could be observing the next significant change in how remarkable stories are expressed.
