David Bridges
During its recent earnings call, Netflix publicly acknowledged the innovative use of generative AI in crafting visual effects (VFX) for The Eternaut, a highly anticipated Netflix original series hailing from Argentina that premiered in April 2025. The co-CEO of Netflix, Ted Sarandos, highlighted that generative AI technology played a crucial role in producing a specific VFX sequence within this post-apocalyptic drama. This initiative is part of Netflix’s broader strategy to incorporate artificial intelligence across various facets of its productions, indicating a significant shift in the industry.
Sarandos elaborated that the creative team behind The Eternaut envisioned an impressive shot featuring a building collapsing in Buenos Aires. Instead of outsourcing this complex task to a dedicated team of visual effects artists, Netflix opted for generative AI to generate the footage. “By leveraging AI-powered tools, they achieved an exceptional result at an astonishing speed,” Sarandos conveyed during the call. “In fact, that particular VFX sequence was completed in a fraction of the time—ten times faster—compared to traditional VFX methods and workflows.”
According to Sarandos, the ambitious shot “simply wouldn’t have been feasible within the constraints of the show’s budget.” With his insights into the production costs, he emphasized that The Eternaut showcases “the very first instance of generative AI-generated final footage appearing on screen in a Netflix original series or film.” This development not only marks a milestone for the series but also serves as a prototype illustrating how Netflix can strategically manage future production costs.
The response from professionals in the entertainment industry regarding the integration of generative AI has been largely negative. Labor strikes, such as the recently concluded SAG-AFTRA video game strike, have spotlighted the need for comprehensive protections against AI technologies. Additionally, the Oscar-nominated film The Brutalist faced backlash in 2024 for its reliance on AI tools during its production process. Furthermore, the legality surrounding the training of generative AI models on copyrighted materials remains a contentious issue that is yet to be resolved.
Looking ahead, Netflix intends to harness generative AI for developing advertisements for its ad-supported subscription tier. Reports indicate that the company is also experimenting with a new search functionality powered by OpenAI models. While the use of generative AI in production aligns with Netflix’s current investments, it may also contribute to normalizing a technology that many creatives continue to oppose.
Daniel Mercer
