- Netflix used generative AI for a visual effects sequence in its series “The Eternaut.”
- The VFX scene in Buenos Aires was completed about ten times faster with AI compared to traditional methods.
- Netflix leaders say AI offers the potential to improve production quality, not just reduce costs.
- Some professionals in the entertainment industry are concerned about the potential impact of AI on jobs.
- A recent report estimates generative AI could disrupt over 200,000 film and TV jobs by 2027, particularly entry-level positions.
Netflix has announced the use of generative Artificial Intelligence in the production of its television series “The Eternaut.” The show’s creators used AI to produce a special visual effects scene featuring a building collapse in Buenos Aires. This approach allowed the production team to work faster than with traditional visual effects.
During a recent earnings call, Netflix co-CEO Ted Sarandos explained that AI completed the VFX sequence about ten times faster than standard workflows. Sarandos stated that using the technology was not just about saving money but also about improving the quality of content.
The scene, which involved creating the aftermath of a toxic snowfall in the city, impressed both the creators and viewers. Sarandos said, “The creators were thrilled with the result. We were thrilled with the result. And more importantly, the audience was thrilled with the result.” He also noted that AI can help bring creative ideas to life that may not be possible due to budget limitations.
Greg Peters, another Netflix co-CEO, mentioned that generative AI is also being tested for improving user experiences on the platform. Netflix is experimenting with a voice command tool, allowing subscribers to find content by requesting specific types of films or series, like dark thrillers from the 1980s.
The company recently warned in its annual filing to the Securities and Exchange Commission that its business could suffer if competitors use generative AI more effectively. Concerns about job impacts remain high. According to a report by CVL Economics, AI could cause “significant disruption” to more than 200,000 U.S. film and TV jobs by 2027, especially for those in entry-level positions.
While Netflix and other industry executives see AI as a way to boost creativity and efficiency, many professionals continue to voice concerns over its impact on jobs.
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