Netflix has confirmed it used generative artificial intelligence for the first time in producing one of its original shows, marking a pivotal moment both for the company and for the broader entertainment industry. Co-CEO Ted Sarandos revealed that the technology was deployed on ´The Eternaut´, an Argentine series based on a classic science fiction comic. Netflix incorporated fully AI-generated shots for a dramatic scene depicting the collapse of a building in Buenos Aires—a visual effect traditionally achieved with costly and time-consuming visual effects (VFX) techniques.
According to Sarandos, generative artificial intelligence allowed the production to achieve these complex visuals at a fraction of the usual cost and duration. He reported during the company´s quarterly earnings call that the specific VFX sequence was completed ten times faster than would have been feasible with traditional workflows. Both the show´s creators and Sarandos himself expressed satisfaction with the final results, emphasizing that viewers also embraced the effect. Sarandos suggested that such tools can significantly expand creative options for storytellers, describing the new possibilities as ´endlessly exciting.´
This move by Netflix comes as discussions around artificial intelligence remain contentious in Hollywood and society, with recent labor strikes fueled by disagreements over technology’s role in creative work. Visual effects is one sector seen as especially poised for disruption, as productions face ever-increasing audience expectations for spectacle while contending with budget constraints. Sarandos pointed out that previous Netflix projects have already begun experimenting with AI-assisted technologies, highlighting substantial savings compared to legacy methods. The rapid adoption of generative artificial intelligence by a major streamer like Netflix suggests the technology’s growing influence will extend beyond big-budget blockbusters, impacting a wide range of future film and television productions.
