Dubai: Netflix has used generative artificial intelligence (AI) to create visual effects for the first time in one of its original series. The streaming platform applied this advanced technology to produce a building collapse scene in the Argentine science fiction show The Eternaut.
Co-CEO Ted Sarandos has confirmed that generative artificial intelligence created a dramatic building collapse sequence for the Argentine science fiction series The Eternaut. Sarandos stated that this use of AI provides an incredible opportunity for filmmakers to produce higher-quality content efficiently.
While the streaming platform reported revenue of $ 11.08 billion for the quarter ending in June 16 percent higher than the same period last year Netflix generative AI is among the most discussed developments at the company.
Sarandos noted that the AI-generated sequence allowed the production team to complete the scene ten times faster than with traditional special effects, keeping costs manageable for a project of its scale.
The wider entertainment industry continues to debate generative AI’s role, with many concerned about the technology replacing human creative roles. This concern contributed to the three-month Hollywood strike in 2023, during which the Screen Actors Guild–American Federation of Television and Radio Artists demanded stricter rules on AI’s use in filmmaking.
Despite this, Sarandos believes Netflix generative AI will empower creators to achieve more, particularly for projects with limited funding.
Netflix has credited part of its revenue boost to major hits like the third season of Squid Game, which has drawn more than 122 million views globally. As the company continues to explore AI-driven content production, it faces both praise for innovation and scrutiny over its potential impact on industry jobs and creative processes.
The use of Netflix generative AI in The Eternaut could pave the way for wider adoption across future original films and series, as the company seeks new methods to balance production quality with cost efficiency.
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