Netflix has confirmed that it used generative artificial intelligence (AI) to create visual effects in one of its original series for the first time. Co-CEO Ted Sarandos revealed that the technology was employed to generate a scene depicting a building collapse in The Eternaut, a science fiction drama from Argentina.
Sarandos explained that generative AI, which can produce videos and images from text prompts, enabled the production team to complete complex sequences faster and at significantly lower costs. He noted that traditional methods would have made such scenes financially unfeasible for a series with a modest budget.
“This is the first time final generative AI footage has appeared on screen in a Netflix original,” said Sarandos, adding that the show’s creators were delighted with the results.
Netflix’s announcement coincided with its latest financial report, which showed a 16% year-on-year revenue increase to $11 billion for the second quarter, with profits rising from $2.1 billion to $3.1 billion. The success of Squid Game: The Challenge, the final season of the hit South Korean thriller, played a key role in the platform’s strong performance, drawing 122 million views so far.
Despite the technological innovation, the use of AI in the entertainment industry remains a contentious issue. Critics argue that generative AI may exploit existing creative works without consent and could lead to job losses.
Cox’s Bazar Life Desk/BSS
