For the first time, Netflix has used generative artificial intelligence (AI) to create visual effects in its own production. In the Argentinian science fiction series “The Eternauts”, a scene that shows the collapse of a building in Buenos Aires was realized with the help of AI-based tools. According to Co-CEO Ted Sarandos, the sequence was able to be completed much faster and cheaper than with conventional means.
Recommendations of the editorial team
The trailer of the Argentine series:
As Sarandos announced as part of the announcement of the current quarterly figures, the scene was produced around ten times faster than with classic VFX techniques. “The costs for this would otherwise not have been feasible as part of the budget,” said Sarandos. The visual effects were implemented in cooperation with Eyeline Studios, an in-house production and innovation unit of Netflix. According to Sarandos, the AI is not intended as a replacement, but as the support of creative processes. “We believe that AI offers an enormous opportunity not only to make films and series cheaper, but better,” said the Co-CEO.
Use of AI remains controversial
Initial applications are already in the previsualization and shot planning. However, the use of generative AI remains controversial in the industry. While some welcome you as a helpful tool, others fear reducing creative jobs. As early as 2023, the use of AI was a central point of dispute among the strikes of the US author: inner and acting unions. They called for binding rules to protect their professions from automated competition. The use of AI in the entertainment area therefore continues to provide discussions. Sarandos emphasized that Netflix still does “real people real work” – only supported by new tools. Co-CEO Greg Peters also sees potential: in the future, recommendations could be made by natural language or advertising content could be created more specifically and efficiently.
Last updated on July 18, 2025 at 14:13 – Image Source: Amazon Affiliate Program. All statements without guarantee.
Sales of the streaming platform rose
Netflix published the announcement together with the current quarterly figures. From April to June, the company generated sales of $ 11.08 billion-an increase of 16 percent compared to the previous year. Successful formats such as the final season of the South Korean thriller “Squid Game” with over 122 million views contributed to the positive balance.