Netflix has introduced generative AI (GenAI) technology into its production pipeline, starting with the Argentine sci-fi series El Eternauta. A key visual effects scene depicting a collapsing building was created using GenAI, reportedly cutting production costs by nearly 90 percent.
Behind the scenes
The scene, which would typically cost around RM900000 using traditional visual effects, was completed using GenAI tools developed by Eyeline Studios for approximately RM90000.
The process was also significantly faster, with the final result delivered up to ten times quicker than conventional methods.
Netflix co-CEO Ted Sarandos stated that this is the first time GenAI has been used in a final broadcast version of a Netflix original.
He explained that the goal was not just cost efficiency, but also to empower creators with new tools that can help them achieve ambitious visual storytelling within tighter budgets.
The company plans to expand its use of GenAI beyond visual effects. Netflix is exploring the integration of GenAI in user-facing features, such as personalized voice-based content recommendations and AI-generated advertising.
These developments align with the company’s broader strategy to leverage technology for improved user experience and operational efficiency.
This move comes amid ongoing industry discussions about the ethical implications of AI in creative work. During the 2023 Hollywood labor strikes, many writers and visual effects professionals expressed concern about AI replacing human roles.
Netflix, however, maintains that its use of AI is meant to assist, not replace, human creativity.
About El Eternauta
The scene in question was part of El Eternauta, a new Netflix series set in Buenos Aires. The show, adapted from a classic Argentine comic, explores survival in a dystopian world. The building collapse sequence showcased how GenAI can deliver high-quality visual effects quickly and cost-effectively.
Do you think GenAI is a helpful tool for filmmakers, or does it risk replacing human creativity? Let us know what you think about Netflix’s use of AI in El Eternauta.
Stay tuned to TechNave.com for more updates.
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