Written by Tanisha Cardozo
Netflix has made a major breakthrough by using generative AI to create visual effects (VFX) in one of its original productions for the first time. Co‑CEO Ted Sarandos announced this during Netflix’s Q2 investor call, describing AI as “an incredible opportunity to help creators make films and series better, not just cheaper.”
The memory-making moment came in the Argentine sci-fi series El Eternauta, where the creative team needed a high-impact scene of a building collapsing in Buenos Aires. Traditional VFX would have been too costly, so Netflix’s in-house Eyeline Studios used AI to generate the sequence—delivering it ten times faster and at a fraction of the cost.
This marks the first time generative AI has been used in final, on-screen footage by Netflix. The move comes amid sensitive debates around AI in Hollywood following the 2023 actors’ and writers’ strikes, where creators voiced concerns about AI replacing human roles. Sarandos and fellow Co‑CEO Greg Peters emphasize that AI’s role is to support—not replace—creatives.
Peters shared that Netflix is exploring additional AI applications, such as voice-activated search capabilities (“Find me a Psychological Thriller from the ’80s”) and AI-driven ad content creation—showing that AI’s role on the platform is poised to grow beyond VFX.
Netflix’s first official use of generative AI on screen signals a shift in how content is produced—balancing cost-efficiency with creative ambition. The studio sees this as an evolution, not a replacement, empowering creators with new storytelling tools as AI becomes a mainstream part of filmmaking.
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