Netflix Taps Generative AI for Faster Better Productions
The streaming wars have a new battleground: artificial intelligence. Netflix has officially entered the fray, revealing its first-ever use of generative AI in the production of a TV show.
AI Transforms VFX in The Eternaut
The first public test case for this new strategy is “The Eternaut,” an Argentinian drama depicting the aftermath of a catastrophic toxic snowfall. During an earnings call, Netflix co-CEO Ted Sarandos announced that AI-powered tools were instrumental in creating a key visual effects sequence for the series.
The show's creators envisioned a dramatic scene featuring a building collapsing in Buenos Aires. According to Sarandos, using generative AI allowed them to "achieve an amazing result with remarkable speed." He elaborated on the efficiency gains, telling analysts, "In fact, that VFX sequence was completed 10 times faster than it could have been completed with traditional VFX tools and workflows."
Sarandos emphasized that this isn't just about cutting costs. He framed the technology as "an incredible opportunity to make films and series better," particularly for bringing ambitious scenes to life that might otherwise be cut due to budget constraints. The result was a win for everyone involved. "The creators were thrilled with the result. We were thrilled with the result. And more importantly, the audience was thrilled with the result," he added.
The CEO Vision for AI
Netflix's interest in AI extends beyond the production set. Fellow co-CEO Greg Peters highlighted its potential to significantly improve user experience. The company is already experimenting with a new voice-activated tool that lets viewers make nuanced requests for recommendations, like, "I want to watch a film from the 80s that's a dark psychological thriller."
Peters explained the value proposition: "If we do a better job there, that means every dollar that we spend means more value back to our members by connecting them with the titles that they're truly going to love."
This strategic push is also a defensive measure. In a recent annual filing to the Securities and Exchange Commission, the company acknowledged that its business could suffer if competitors leverage generative AI tools more effectively.
Hollywood's AI Dilemma: Innovation vs Job Security
While Hollywood executives like Sarandos and Peters champion AI's potential to unleash creativity, many professionals within the entertainment industry are deeply concerned about its impact on their jobs.
The optimism from the top is met with widespread fear from creatives, artists, and technicians. This anxiety is not unfounded. A stark report from CVL Economics projected that generative AI could cause "significant disruption" to approximately 204,000 film and TV jobs by 2027, with entry-level positions being the most vulnerable. This sets the stage for a complex and contentious evolution as Hollywood grapples with integrating a technology that promises both unprecedented creative freedom and profound economic upheaval.
