In a move that’s sparking conversations across the entertainment industry, Netflix has officially confirmed the use of generative artificial intelligence (AI) to produce visual effects in one of its original series, marking a first for the streaming giant. The technology was employed in the highly anticipated Argentine science-fiction drama El Eternauta, a project that pushed the boundaries of traditional TV production.
During Netflix’s second-quarter investor call, Co-CEO Ted Sarandos described generative AI as “an incredible opportunity to help creators make films and series better, not just cheaper.” He highlighted a scene from El Eternauta that required depicting a building collapse in Buenos Aires—an ambitious visual that was far beyond the show’s original budget.
To make the dramatic scene a reality, Netflix collaborated with Eyeline Studios, its in-house production innovation unit. “That VFX sequence was completed 10 times faster than it could have been with traditional VFX tools and workflows,” Sarandos explained. “And the cost simply wouldn’t have been feasible for a show with that budget.”
This marks the first time generative AI final footage has appeared on-screen in a Netflix original—a milestone moment in the evolution of visual storytelling. While this advancement opens doors creatively, it also taps into ongoing debates in Hollywood about the ethical and employment implications of AI in content creation.
The role of AI has become a lightning rod in the entertainment industry, particularly since the labor unrest of 2023 that led to new industry-wide guidelines governing its use. Concerns persist over how AI could replace human talent in writing, editing, and design roles. Despite this, Netflix’s leadership remains optimistic about AI’s role in enhancing—not replacing—human creativity.
Co-CEO Greg Peters also weighed in on the future of generative AI across Netflix’s ecosystem, hinting at innovations beyond content production. “Imagine saying, ‘I want to watch a film from the ’80s that’s a dark psychological thriller,’ and getting results back instantly—that’s the kind of natural language discovery experience AI can unlock,” Peters said. “You just couldn’t do that in our previous interface.”
Peters also sees AI playing a transformative role in advertising, enabling brands to create more compelling content experiences for viewers. “We think these generative techniques can lower that creative hurdle over time and help us deliver in more and more ad placements,” he noted.
As Netflix forges ahead with generative AI, El Eternauta stands as a prime example of how cutting-edge technology can help storytellers reach new creative heights, even within tight production budgets. Whether this sets a trend across the streaming landscape remains to be seen, but one thing is certain: the future of television is being written, at least in part, by AI.
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