Netflix has confirmed its first on-screen use of generative AI in a series, employing the technology to produce a complex visual effect in the upcoming Argentine show, El Eternauta.
Netflix has officially ventured into generative artificial intelligence (GenAI) for content creation, marking a significant shift in how visual effects might be handled in future productions.
According to co-CEO Ted Sarandos, the company used GenAI to produce a building collapse scene in the Argentine science fiction series, El Eternauta, making it the first Netflix title to feature AI-generated final footage on screen.
The sequence was completed in collaboration with Eyeline Studios, which is Netflix’s internal production innovation team. It was reportedly finished ten times faster and at a lower cost than using traditional methods. Sarandos explained that without AI, the budget constraints would have made such a scene impractical for the production.
“We remain convinced that AI represents an incredible opportunity to help creators make films and series better, not just cheaper,” Sarandos told analysts during the company’s second-quarter earnings call.
The move comes amid broader industry discussions around AI’s role in entertainment, particularly following last year’s writers’ and actors’ strikes that demanded clear boundaries on AI use in creative work.
Netflix emphasizes that AI is being used as a tool for enhancement not replacement. Skepticism remains across Hollywood over the long-term implications.
In addition to content production, Netflix’s other co-CEO, Greg Peters, noted that GenAI is being explored in areas like content personalization, advertising, and search. An AI-powered interactive ad experience is expected to roll out later in 2025.
Netflix reported a strong second quarter, with $11.08 billion in revenue and $3.13 billion in profit. Viewership for the first half of the year totaled over 95 billion hours, with non-English titles accounting for one-third of all views.
The integration of generative AI into mainstream TV production signals a pivotal moment for both the technology and the creative industry. While the benefits are hard to ignore, the balance between innovation and protecting human creative labour remains delicate.
Netflix’s public stance emphasizes enhancement rather than replacement, but the industry will be watching closely to see how that promise holds over time.
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