Netflix is already utilizing generative AI in its authentic reveals

Netflix admitted throughout its earnings call on Thursday that it used generative AI to create VFX in The Eternaut, a Netflix authentic from Argentina that was launched in April 2025. The corporate’s co-CEO Ted Sarandos mentioned that generative AI was particularly used for a VFX shot within the post-apocalyptic drama, however the transfer is one in all a number of methods Netflix is embracing AI.

In response to Sarandos, the creators of The Eternaut wished to incorporate a shot of constructing collapsing in Buenos Aires, and relatively than contract a studio of visible results artists to create the footage, Netflix used generative AI to create it. “Utilizing AI powered instruments, they have been capable of obtain an incredible end result with exceptional velocity,” Sarandos shared in the course of the earnings name. “In truth, that VFX sequence was accomplished 10 instances quicker than it may have been accomplished with… conventional VFX instruments and workflows.”

The shot “simply would not have been possible for a present on that finances,” Sarandos says, as somebody with some enter on the present’s finances. The manager says that The Eternaut options “the very first Gen AI remaining footage to look on display screen in a Netflix authentic collection or movie.” Clearly, the present can be a prototype for the way Netflix can keep away from prices it does not wish to swallow sooner or later.

Employees within the leisure trade haven’t taken kindly to using generative AI. Labor strikes — together with the lately resolved SAG-AFTRA video game strike — have made securing protections in opposition to AI a central difficulty. The Oscar-nominated movie The Brutalist came under fire in 2024 for using AI tools throughout manufacturing. Past that, whether or not generative AI fashions have been illegally educated on copyrighted materials remains to be an open query.

Netflix plans to make use of generative AI to create ads for its ad-support Netflix subscription, and the corporate is reportedly testing a brand new search characteristic powered by OpenAI fashions. Utilizing generative AI in manufacturing may appear par for the course for an organization that is already invested, however it may assist to normalize a expertise that many creatives stay actively in opposition to.