Netflix Introduces Generative AI in Original Series for the First Time

Netflix has taken a major step in content innovation by integrating generative AI into one of its original TV series. The company revealed that the technology was used in the upcoming science fiction drama "The Eternauts", marking the first instance of AI-generated footage in a Netflix original production.

AI Helps Create Complex Visuals at Reduced Cost

According to Ted Sarandos, Co-Chief Executive of Netflix, generative AI was used to produce a complex building collapse scene in Buenos Aires. Traditionally, creating such a sequence with visual effects (VFX) would require significant time and budget. However, by leveraging AI, the production team completed the sequence ten times faster and at a much lower cost than conventional methods.

Sarandos highlighted, “The cost of it just wouldn’t have been feasible for a show in that budget.” AI allowed the creators to overcome financial and technical limitations, ensuring the scene could be brought to life without compromising on quality or vision.

Creative Empowerment, Not Just Cost Efficiency

While cost reduction is often seen as a primary driver for AI adoption, Sarandos emphasized that generative AI is not solely about saving money. “AI helps creators make films and series better, not just cheaper,” he explained. Netflix views AI as a tool that enhances creativity, streamlining production processes while enabling ambitious storytelling.

First Appearance of Generative AI Final Footage on Netflix

The AI-generated footage in "The Eternauts" represents a major milestone. Sarandos confirmed that the building collapse sequence is the first final generative AI scene to appear on screen in any Netflix series or movie. The show’s creators were reportedly thrilled with the results, which matched their creative vision without being bound by the typical constraints of time and budget.

Enhancing Production with AI Tools

Netflix is already seeing the wider benefits of AI in its content pipeline. Beyond visual effects, Sarandos noted that AI is proving useful in areas such as:

• Pre-visualization

• Shot planning

• Scene layout and design

These advancements help production teams plan more efficiently, experiment with more dynamic visuals, and push the boundaries of what’s possible on screen.

Industry Concerns Around Generative AI

Despite the innovation, the use of generative AI in entertainment remains highly controversial. Critics worry about the impact on jobs, particularly for visual effects artists, writers, and designers. One of the most prominent concerns is the potential misuse of AI-generated content trained on copyrighted work without consent.

In 2023, these concerns came to the forefront during a major strike by Hollywood actors and writers. AI was one of the central issues, with creative professionals demanding protections against technology that could replace human labor or erode creative control.

Sarandos Responds to AI-Related Concerns

Addressing these fears, Sarandos clarified Netflix’s approach: “This is real people doing real work with better tools.” He stressed that AI is not replacing artists but rather empowering them with smarter workflows and more efficient production methods. According to Sarandos, tools like generative AI are helping expand the possibilities of storytelling, making the creative process both more flexible and more imaginative.

The Future of Storytelling with AI

Netflix’s experiment with generative AI could mark the beginning of a broader industry trend. As streaming platforms seek to differentiate themselves through innovation, tools like AI offer a way to deliver higher-quality visuals without ballooning costs. However, success will depend on how the industry balances technological advancement with ethical responsibility and creative integrity.