Netflix (NFLX, Financial) has announced its use of generative AI (GenAI) to create visual effects for one of its original series, marking the first time such technology appears on its platform. Co-CEO Ted Sarandos praised AI as an incredible opportunity to enhance film and TV production, not just reduce costs. He cited the Argentine sci-fi series "El Eternauta" as an example, where AI helped depict a collapsed building in Buenos Aires, a scene beyond the project's budget. The creative team collaborated with Netflix's Eyeline Studios to achieve this dramatic effect.
According to Sarandos, the visual effects sequence was completed ten times faster than with traditional tools and workflows, making the project feasible within budget constraints. This development follows labor unrest in Hollywood in 2023, which brought AI usage to the forefront, raising concerns about potential job displacement.
Co-CEO Greg Peters mentioned that Netflix might explore other AI uses to enhance user experience, like enabling viewers to find content using voice commands. Additionally, AI presents opportunities in advertising as brands seek to create compelling content. Peters believes generative technologies can gradually reduce barriers, allowing broader implementation over time.
