Netflix is already utilizing generative AI in its unique exhibits

Netflix admitted throughout its earnings call on Thursday that it used generative AI to create VFX in The Eternaut, a Netflix unique from Argentina that was launched in April 2025. The corporate’s co-CEO Ted Sarandos mentioned that generative AI was particularly used for a VFX shot within the post-apocalyptic drama, however the transfer is one in every of a number of methods Netflix is embracing AI.

In accordance with Sarandos, the creators of The Eternaut needed to incorporate a shot of constructing collapsing in Buenos Aires, and quite than contract a studio of visible results artists to create the footage, Netflix used generative AI to create it. “Utilizing AI powered instruments, they have been in a position to obtain an incredible end result with exceptional velocity,” Sarandos shared through the earnings name. “The truth is, that VFX sequence was accomplished 10 instances sooner than it might have been accomplished with… conventional VFX instruments and workflows.”

The shot “simply would not have been possible for a present on that finances,” Sarandos says, as somebody with some enter on the present’s finances. The chief says that The Eternaut options “the very first Gen AI remaining footage to seem on display in a Netflix unique sequence or movie.” Clearly, the present can also be a prototype for a way Netflix can keep away from prices it would not wish to swallow sooner or later.

Employees within the leisure trade haven’t taken kindly to the usage of generative AI. Labor strikes — together with the lately resolved SAG-AFTRA video game strike — have made securing protections towards AI a central difficulty. The Oscar-nominated movie The Brutalist came under fire in 2024 for using AI tools throughout manufacturing. Past that, whether or not generative AI fashions have been illegally educated on copyrighted materials remains to be an open query.

Netflix plans to make use of generative AI to create ads for its ad-support Netflix subscription, and the corporate is reportedly testing a brand new search function powered by OpenAI fashions. Utilizing generative AI in manufacturing may appear par for the course for a corporation that is already invested, but it surely might assist to normalize a know-how that many creatives stay actively towards.