Netflix has confirmed its integration of artificial intelligence in the production of its new series, The Eternaut, which is set against a post-apocalyptic backdrop in Argentina. During the company’s recent earnings call, co-CEO Ted Sarandos announced that generative AI tools were utilized to create a crucial visual effects sequence that features a collapsing building. This decision marks a significant shift in how the streaming service approaches visual effects.
According to reports from Engadget, Sarandos explained that the creators of The Eternaut opted for AI technology rather than relying on traditional visual effects (VFX) studios. He stated, “Using AI-powered tools, they were able to achieve an amazing result with remarkable speed.” Notably, the completion time for this particular VFX sequence was ten times faster than traditional methods would have allowed.
Embracing AI in Production
This move does not appear to be an isolated case. Sarandos indicated that Netflix plans to expand the use of AI-generated content, with reports suggesting that advertisements generated by AI will start appearing for the service’s ad-tier subscribers in 2026. The use of generative AI in The Eternaut is notable, as Sarandos described it as “the very first Gen AI final footage to appear on screen in a Netflix original series or film.”
While Netflix is embracing this technology, the response from Hollywood has been mixed. Many in the creative community express concerns over the increasing role of AI in film production. Projects like The Brutalist and Late Night with the Devil have faced criticism for incorporating even minimal AI elements, highlighting a growing unease regarding the implications of such technologies in the creative process.
Industry Implications and Future Negotiations
The concerns surrounding generative AI in film production have caught the attention of industry groups, particularly SAG-AFTRA, which represents performers and creators. As discussions about the role of AI in creative processes continue, it is likely to become a significant topic in future negotiations within the industry. The balance between technological advancement and artistic integrity remains a contentious issue, as stakeholders grapple with the implications of AI on creativity and employment in Hollywood.
As Netflix paves the way for AI integration in its productions, the industry will be watching closely to see how the creative community adapts to these changes and what it means for the future of filmmaking.
