Netflix recently revealed that it has started using generative artificial intelligence (GenAI) to create visual effects for its original productions, a move that marks a significant step for the entertainment industry but also fuels ongoing anxieties within Hollywood about the technology’s impact on human jobs.
GenAI in Action: “El Eternauta”
Netflix Co-CEO Ted Sarandos emphasized that AI presents an “incredible opportunity to help creators make films and series better, not just cheaper.” He cited the Argentine science-fiction series “El Eternauta” as a prime example. The show’s creators wanted to depict a building collapsing in Buenos Aires, a visual effect that would have exceeded the project’s budget if created using traditional methods.
To overcome this, the creative team collaborated with Eyeline Studios, Netflix’s internal production innovation group. With the help of GenAI, they successfully produced the dramatic scene. Sarandos stated that this particular visual effects sequence was completed 10 times faster and at a cost that would have been “just wouldn’t have been feasible” for a show within that budget range. He confirmed that this was the first instance of GenAI final footage appearing on screen in a Netflix original series or film.
Hollywood’s Concerns and Netflix’s Vision
The introduction of AI in Hollywood has been a contentious issue, especially following the labor disputes of 2023, which led to new guidelines for AI usage. The primary concern among industry professionals is that AI could potentially replace human jobs.
However, Netflix views GenAI as a tool for innovation beyond just visual effects. Co-CEO Greg Peters highlighted other potential applications to enhance the user experience. He suggested that viewers could use spoken commands to search for content, for example, “I want to watch a film from the ’80s that’s a dark psychological thriller.” Peters believes this kind of intuitive search functionality, which was previously unavailable, is “super-exciting.”
Advertising Opportunities
Peters also sees significant potential for generative AI in advertising. He believes that these techniques can help brands and marketers create more compelling content more efficiently, thereby “decreasing that hurdle iteratively over time.”
Netflix’s embrace of generative AI signals a new era for content creation, promising faster and more cost-effective production, along with enhanced user experiences. However, it also underscores the ongoing debate within Hollywood regarding the balance between technological advancement and the preservation of human creative roles.
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