Netflix Debuts Generative AI in New Sci Fi Series
Netflix has officially entered a new era of production, confirming its first-ever use of generative artificial intelligence in a television series. The streaming giant's co-chief executive, Ted Sarandos, revealed that this technological leap promises to enhance the quality of films and shows while also improving cost-efficiency.
AI Makes Its Debut in El Eternauta
The project marking this milestone is the Argentinian sci-fi series El Eternauta (The Eternaut), which centers on the survivors of a catastrophic toxic snowfall. Sarandos announced to analysts that the show featured generative AI-assisted footage, signaling a significant shift in the company's production strategy.
"We remain convinced that AI represents an incredible opportunity to help creators make films and series better, not just cheaper," he stated during the company's second-quarter results call.
Boosting Creativity and Efficiency Not Just Cutting Costs
Sarandos provided a concrete example of AI's impact on the production of El Eternauta. A complex scene depicting a building collapsing in Buenos Aires was created by visual effects (VFX) artists using AI-powered tools.
This approach yielded extraordinary results with unprecedented speed. "That VFX sequence was completed 10 times faster than it could have been completed with traditional VFX tools and workflows," Sarandos explained. He emphasized that without AI, the cost of such high-quality special effects would have been prohibitive for a show with its budget, making the technology a key enabler for ambitious creative projects.
Addressing Industry Concerns Over AI
The integration of generative AI in Hollywood has not been without controversy, raising concerns about potential job losses in creative fields. In 2023, AI was a central issue in the dual strikes by Hollywood actors and writers, which led to agreements designed to protect workers from being replaced by technology.
Sarandos addressed these fears directly, framing AI as a tool for empowerment rather than replacement. "This is real people doing real work with better tools," he said. "Our creators are already seeing the benefits in production through pre-visualisation and shot planning work, and certainly visual effects. I think these tools are helping creators expand the possibilities of storytelling on screen, and that is endlessly exciting."
A Sign of Strength Amidst Strong Growth
This technological advancement comes as Netflix reports a strong financial quarter, with revenues reaching $11 billion, a 16% year-over-year increase. The company's success was partly driven by the popular final season of the Korean thriller Squid Game.
Furthermore, Netflix anticipates that its burgeoning advertising division will nearly double in size this year. Mike Proulx, a research VP at Forrester, commented on the positive outlook, stating, "While there’s still work to be done to bolster its ad capabilities, the hardest part is in Netflix’s rear-view mirror with the full rollout of its proprietary ad tech platform," suggesting the company is overcoming its biggest initial hurdles.
