Netflix Leverages GenAI for Visual Effects in The Eternaut
Netflix has announced its groundbreaking use of generative artificial intelligence (GenAI) for visual effects in one of its original series, marking a significant step for the streaming giant amidst ongoing industry discussions about AI’s role in Hollywood. The technology made its on-screen debut in the Argentine science-fiction series “El Eternauta (The Eternaut),” where it enabled a complex visual effect previously deemed cost-prohibitive.
AI’s Role in Production Efficiency
Speaking on the company’s second-quarter investor call, Netflix Co-CEO Ted Sarandos championed AI as “an incredible opportunity to help creators make films and series better, not just cheaper.” He highlighted a scene in “El Eternauta” depicting a building collapse in Buenos Aires, a visual effect that would have exceeded the project’s budget if created using traditional methods.
To achieve this ambitious scene, the creative team collaborated with Eyeline Studios, Netflix’s internal production innovation group. Sarandos revealed that the GenAI-assisted visual effects sequence was completed “10 times faster than it could have been completed with visual traditional VFX tools and workflows,” underscoring its efficiency and cost-effectiveness. This sequence is reportedly the first instance of GenAI final footage appearing in a Netflix original series or film.
Hollywood’s Shifting Landscape
The integration of AI into production has been a contentious topic in Hollywood, particularly following the labour disputes of 2023, which led to new guidelines for the technology’s use. A primary concern among industry professionals is the potential for AI to displace human jobs.
We have already seen the use of AI in projects outside of Hollywood. A Malaysia and Singapore-produced movie was made entirely out of AI and saw a release in theatres back in April.
Expanding AI’s Reach: User Experience and Advertising
Beyond visual effects, Netflix Co-CEO Greg Peters indicated that the company is exploring other applications for generative AI to enhance the user experience. Peters envisions a future where viewers can use natural language to discover content, such as “I want to watch a film from the ’80s that’s a dark psychological thriller,” a capability he described as “super-exciting.”
Peters also identified advertising as another area ripe for GenAI integration, suggesting that the technology could help brands and marketers create more compelling content more efficiently, thereby decreasing the “hurdle iteratively over time.”
