Netflix has started using generative artificial intelligence (AI) in its movies and series for the very first time. The popular streaming service applied this technology in its new Argentinian science fiction series titled El Eternauta, based on a globally acclaimed graphic novel.
According to a tech news website, Netflix used generative AI to create a key visual effect in the show — a building collapse scene. The company stated that this scene was completed faster, at a lower cost, and with higher quality compared to traditional methods.
Netflix Co-CEO Ted Sarandos explained that AI is not intended to replace visual effects (VFX) professionals. Instead, it is designed to enhance their creativity and increase efficiency during production, acting as a helpful creative tool.
Netflix’s in-house production unit, Eye Line Studios, views artificial intelligence as a collaborator rather than a replacement. The team believes AI supports artists by boosting their productivity and enabling them to achieve more visually impressive results.
Moreover, Netflix is already using AI in other areas such as generating personalized content suggestions, producing automated ads, and enabling voice-activated search. For example, users can simply say, “Show me a comedy about friendship,” and AI will assist accordingly.
El Eternauta is presented as a science fiction thriller, featuring large-scale visual effects that portray apocalyptic scenarios. Netflix aims to use AI to bring even more immersive and cinematic experiences to its global audience while supporting creators with advanced tools.