Netflix Speeds Up Visual Effects 10x With Generative AI

Netflix has taken a significant step forward in its content production by integrating generative AI into the visual effects of its TV shows. The streaming service confirmed during its latest earnings call that it utilized generative AI to create visual effects for The Eternaut, an Argentine post-apocalyptic sci-fi series. This marks the first public instance of Netflix employing AI for visual effects in one of its productions. The AI-assisted sequence, involving the collapse of a building in Buenos Aires, was completed approximately ten times faster than it would have taken using traditional visual effects workflows. This efficiency allowed the scene to be produced without inflating the show’s budget, making it feasible for a production with limited resources.

Netflix’s co-CEO, Ted Sarandos, emphasized that the use of AI is not about replacing human creativity but rather enhancing it. He described the AI tools as better instruments for real people doing real work. The company collaborated with Eyeline Studios, its internal VFX division, and Argentine creatives to execute the sequence. While specific details on the cost and time savings were not disclosed, the claim of a tenfold speed gain highlights the impact of AI tools on the production process.

The broader entertainment industry is still navigating the implications of generative AI. Last year, actors and writers went on strike to establish boundaries on how studios could use the technology. The final agreements allowed AI in certain cases but ensured that humans remained in charge of core creative roles. Netflix’s approach in The Eternaut aligns with this framework, using AI to assist rather than replace VFX artists. However, concerns about job losses and reduced demand for skilled labor in post-production persist within the industry.

Beyond visual effects, Netflix is exploring other applications of generative AI. The company is testing a search feature that understands natural language and plans to introduce interactive ads powered by AI later this year. These initiatives aim to personalize the user experience and streamline internal workflows. In a quarter that saw Netflix earn significant revenue, partly driven by the final season of Squid Game, the company’s momentum is evident. Sarandos attributed the strong results to a combination of quality content, higher pricing, and improved advertising performance.

The integration of generative AI in Netflix’s productions represents a small but significant shift in how content is created. A show that might not have had the budget for a dramatic VFX shot was able to achieve it using AI, keeping costs in check and staying on schedule. This example illustrates how AI is beginning to influence what viewers see on screen, often unnoticed but integral to the production process. For Netflix, this strategic move could pave the way for more efficient and cost-effective content creation in the future.