Netflix has confirmed using generative AI for the first time in one of its original series. Consequently, the technology enabled a dramatic sequence without exceeding budget limits. In the Argentine science‑fiction show El Eternauta, a collapsing building was created entirely through AI methods. Moreover, the collaboration involved Netflix’s product innovation group, Eyeline Studios, which helped guide the process. As a result, the scene came together far more efficiently than traditional visual effects workflows would allow.
Efficiency and Creative Benefits
The AI‑driven VFX sequence reached completion ten times faster than conventional techniques. Therefore, the production team saved both time and resources. Meanwhile, the generated footage maintained high quality, matching the series’ visual standards. Thus, generative tools proved capable of expanding storytelling possibilities on screen. At the same time, concerns about AI’s impact on creative roles persist across the industry.
Broader Applications Ahead
Netflix plans to explore AI for user‑facing features, such as natural‑language search queries. For example, viewers could request “dark psychological thrillers from the ’80s” and receive tailored suggestions. Additionally, generative AI may streamline marketing efforts by automatically crafting promotional content. Consequently, brands and advertisers could produce compelling ads with fewer hurdles. Ultimately, generative techniques promise to enhance both production workflows and viewer experiences.
