Netflix used AI to create scenes of destruction in the series El Eternauta

Netflix has begun using generative artificial intelligence in the production of original content. According to co-CEO Ted Sarandos, for the first time the platform published the final video sequence, partially created by AI – it was included in the Argentine sci-fi series El Eternauta.

As Sarandos said during a quarterly call with investors, the AI was used to create scenes of building destruction. This task was completed by Netflix’s internal production team in conjunction with the creators of the series. According to their estimation, the use of generative technologies reduced the work time by ten times compared to traditional VFX methods.

Netflix sees artificial intelligence as a way to expand the creative possibilities of authors, especially at the stages of pre-production – in the visual planning of scenes and the creation of pre-visualization. Sarandos emphasized that previously high-tech special effects were available only to big-budget projects.

Co-CEO Greg Peters added that Netflix is already using AI in other ways: for interface personalization, as well as in advertising products. In particular, he noted the potential of generative AI in scaling creative solutions.

In May, the company introduced content search using a language model from OpenAI, marking one of Netflix’s first public steps toward integrating advanced AI technologies.