Netflix’s Daring Move into Generative AI for VFX
Welcoming AI in Visual Effects
Netflix has made a bold advance by integrating generative AI into its production workflows, as showcased in the Argentine Netflix original, The Eternaut. Launched in April 2025, this post-apocalyptic narrative highlights an innovative application of technology. As per Netflix’s co-CEO Ted Sarandos, generative AI was utilized to design a visual effects (VFX) shot depicting a building crumbling in Buenos Aires. This cutting-edge method enabled the team to achieve outstanding outcomes with remarkable speed.
The Effectiveness of AI in Production
Sarandos emphasized that the AI-driven tools facilitated the completion of the VFX sequence ten times more swiftly than conventional techniques. This efficiency proved essential for a production working with financial limitations. The application of generative AI in The Eternaut signifies the inaugural instance of such technology being implemented in a Netflix original series or film, establishing a benchmark for upcoming projects.
Responses and Concerns from the Industry
The entertainment sector has shown varied responses to the incorporation of generative AI. Labor strikes, including the recent SAG-AFTRA video game strike, have highlighted the necessity for safeguards against AI. The debate surrounding the Oscar-nominated film The Brutalist in 2024 emphasizes ongoing apprehensions regarding AI’s impact on creative endeavors and the legality of utilizing copyrighted material for model training.
Broader AI Implementations at Netflix
In addition to VFX, Netflix intends to apply generative AI in various domains, such as developing advertisements for its ad-supported subscription model. The company is also experimenting with a new search functionality powered by OpenAI models. These efforts illustrate Netflix’s dedication to adopting AI, despite the creative industry’s hesitations.
Conclusion
Netflix’s implementation of generative AI in The Eternaut signifies a substantial transformation in the production of visual effects, providing both time and cost efficiencies. While this technology promises to enhance production workflows, it also prompts critical discussions about the future of creativity and the safeguarding of intellectual property.
Q&A
What is generative AI, and how is it utilized in VFX?
Generative AI refers to algorithms capable of producing content, such as images or videos, from scratch. In VFX, it generates realistic visual effects more effectively than traditional approaches.
Why did Netflix opt to use AI for The Eternaut?
Netflix employed AI to create a complex VFX shot while adhering to budget constraints, achieving results more swiftly than traditional methods would permit.
How has the entertainment sector responded to AI in production?
Reactions have varied, with some professionals in the industry expressing concerns regarding job security and the ethical ramifications of AI in creative work.
What other AI uses is Netflix investigating?
Netflix is probing AI for ad creation and improving search functions, demonstrating its larger commitment to incorporating AI into its offerings.
Are there legal issues connected to using AI in creative fields?
Yes, ongoing discussions revolve around whether AI models are trained on copyrighted material without authorization, raising legal and ethical dilemmas.
