Netflix has made a tremendous move forward in visual effects production technology. It marks the first time that the company has employed generative artificial intelligence (AI) technology in one of its original television productions. Example from Argentine science fiction series, The Eternauts, depicting an incredibly dramatic depiction of a building falling. This pivotal scene was recreated in stunning 3D technicolor with cutting-edge technology.
Ted Sarandos, co-CEO of Netflix, pointed to the significant way that generative AI has already sped up the production pipeline. His takeaway was that the AI-enabled squad got through the workflow ten times quicker. There was never a way to be that fast with traditional special effects tools. This technological progress not only makes for more efficient production, but allows filmmakers unprecedented creative possibilities.
Sarandos added that it would have been economically impossible to do that kind of show at that price point. He stressed the budgetary limitations under which productions are working.
Netflix’s gigantic earnings of $11.08 billion (£8.25 billion) for the quarter ending June 30 – nearly 30% growth in a year – were widely reported last month. That’s an astounding 16% jump over the first half of last year. The use of AI in The Eternauts and the company’s financial growth signal its commitment to innovation in content creation.
The move to add AI tech comes during a period of extreme wariness across Hollywood over the impact of artificial intelligence on artistry. In 2023, the Hollywood strike raised alarm bells for members of the Screen Actors Guild–American Federation of Television and Radio Artists. They expressed their concerns about the increasing adoption of AI in film production. First, the union issues calls for faster regulations. They want to ensure their members’ artistic integrity and job security from the serious threats posed by AI.
Sarandos’ should not be surprised, then, that in acknowledging these concerns he mostly came off as optimistic about AI’s potential. He said that sequence represents the first use of [generative] AI finalized footage on screen. Today is a historic day for Netflix shows and movies. That’s the part the creative minds were most excited about. He reinforced the sentiment, calling generative AI a tremendous artistic opportunity. Immersive technologies are assisting in creating films and series that are not only higher quality but more cost effective.
Netflix is taking a major step into the world of generative AI. No wonder industry stakeholders are keeping a close eye to see how this technology will change the face of television and film production.