Netflix has made a significant move into AI-powered content creation by using generative AI for visual effects in its original series, The Eternaut, marking the company's first application of this technology in production.

The AI-assisted visual effects sequence was produced through collaboration with Netflix's internal VFX division, Eyeline Studios, and local Argentine creatives, resulting in a scene depicting a building collapse that was completed ten times faster than traditional methods.

This innovative project highlights how AI integration can significantly speed up production processes, with the scene's rapid completion demonstrating the potential for cost and time efficiencies.

Despite the promising benefits, there is ongoing concern within the entertainment industry about job security, with estimates suggesting up to 204,000 jobs could be at risk by 2027 due to AI adoption.

Netflix emphasizes its commitment to adhering to copyright laws and ethical standards in its use of AI, ensuring responsible implementation.

Co-CEO Ted Sarandos has stated that AI is intended to enhance human creativity and provide better tools for production teams, not to replace them, reaffirming Netflix's stance on AI as a complementary technology.

Sarandos also highlighted that AI's role is to support creative processes, with the company ensuring that AI applications align with industry guidelines and ethical considerations.

Beyond visual effects, Netflix is exploring AI applications in advertising and user experience, such as natural language search and voice-activated recommendations, aiming to make content discovery more engaging.

Netflix's recent success, driven by high-quality content like the final season of Squid Game, underscores the company's strategic focus on innovation and technology to maintain growth.

Sarandos described generative AI as a significant opportunity to improve film and series production quality while reducing costs, emphasizing its potential to enhance storytelling.

The Argentine series The Eternaut, based on a classic graphic novel, has become a hit, topping global charts and confirming a second season, with AI playing a key role in its production.

The AI-generated scene in The Eternaut was completed approximately ten times faster than traditional visual effects, showcasing the technology's efficiency and cost-effectiveness.

The entertainment industry continues to grapple with the implications of AI, especially in light of recent strikes by actors and writers seeking to establish boundaries and guidelines for its use.