Netflix Utilizes AI for Visual Effects in Argentine Series

Netflix announced on Thursday that it has incorporated generative artificial intelligence (GenAI) into the production of visual effects for its original series, marking a significant moment in the industry. This technology was first utilized in the Argentine science-fiction series, El Eternauta, where it enabled the depiction of a building collapsing in Buenos Aires. This ambitious visual effect would have otherwise exceeded the project’s budget constraints.

During the company’s second-quarter investor call, Co-CEO Ted Sarandos described AI as a remarkable opportunity for creators. He emphasized its potential to enhance the quality of films and series without necessarily increasing production costs. “That VFX sequence was completed 10 times faster than it could have been completed with traditional VFX tools and workflows,” Sarandos explained. He highlighted that the cost of achieving such a complex effect using conventional methods would not have been feasible for a show operating within the budgetary limits of El Eternauta.

AI’s Growing Role in Content Creation

The introduction of GenAI in Netflix’s productions comes amid ongoing discussions about the role of artificial intelligence in Hollywood. The labor unrest of 2023 has sparked widespread concern regarding the potential for AI to replace human jobs in the industry. Nevertheless, Sarandos noted that the use of AI in creating visual effects for El Eternauta represents the first instance of GenAI final footage appearing in a Netflix original series or film.

Co-CEO Greg Peters also shared insights on the broader applications of generative AI within the platform. He mentioned potential enhancements to user experience, such as enabling viewers to find content through spoken commands. For instance, a user could say, “I want to watch a film from the ’80s that’s a dark psychological thriller,” and receive tailored recommendations. “You just couldn’t have done that in our previous experiences,” Peters remarked, expressing excitement over the new capabilities.

Advertising is another area where Netflix sees promise for generative AI. Peters stated that brands and marketers could leverage these techniques to create engaging content more efficiently. “We think these generative techniques can decrease that hurdle iteratively over time and enable us to do that in more and more spots,” he added.

As Netflix continues to explore the integration of AI in its production processes, the implications for the creative landscape remain significant. The company’s commitment to innovation may pave the way for new storytelling methods while addressing the evolving concerns surrounding technology’s impact on the workforce.