Netflix uses Generated Artificial Intelligence (AI) to generate visual effects for the first time in one of its first series, marking key moments for the streaming giant and the wider entertainment industry.
Scene in question – The crumbling building that appears in Argentinean science fiction drama El Eternauta was created using AI tools developed by Eyeline Studios, Netflix's in-house production technology group.
Netflix co-Chief Executive Ted Sarandos said the technology will help dramatically speed up the visual effects (VFX) process.
“This VFX sequence was completed 10 times faster than it was completed with traditional VFX tools and workflows,” he said in the company's second-quarter revenue call on Friday.
He also said that without AI, the sequence is likely to be out of hand about the series with that budget.
This is the first time you'll see generated AI footage displayed on the screen in the Netflix original series or film.
Netflix says that AI usage is aimed at enabling more ambitious storytelling, especially for creators who work on a smaller budget.
“I believe that AI represents an incredible opportunity to help creators not only cheaper, but also better movies and series,” Sarandos told analysts.
Co-Chief Executive Greg Peters added that AI can also be used to improve the platform's user experience. For example, it enables audio-based search tools.
“I was able to regain the results by saying, “I want to see a movie that's been a dark psychological thriller since the '80s.”
However, the wider use of AI in the entertainment industry continues to be a source of concern for many.
During the 2023 Hollywood strike, scripts, acting similarities and the use of AI in visual production became one of the key competition points.
Later that year, the contract set limits on how technology is used, but tension remains.
The British Film Institute (BFI) recently published a warning report that growth in AI-generated content could disrupt the UK's £21 billion screen sector.
It highlighted the risks to copyright protection and entry-level creative jobs, and also acknowledged potential efficiency and cost savings.
Netflix is not just about testing AI tools. Other entertainment companies, including Lionsgate, AMC and Audible, have all begun exploring the generation AI for dubbing, visualization and even animation.
Meanwhile, startups like Runway and Openai are pushing the boundaries of what AI can produce, creating increasingly realistic short films created from simple text prompts.
