Streaming giant Netflix is actively embracing generative AI technology and has applied AI for the first time in its original Argentine sci-fi series "El Eternauta" in an effort to shorten production time, reduce costs, and improve the quality of films and television. Despite ongoing debates within the industry about the use of AI, Netflix's move clearly signals support for this technology.

Netflix co-CEO Ted Sarandos said during a recent earnings call: "We still believe that artificial intelligence represents an incredible opportunity to help creators make better movies and TV shows, not just cheaper ones."

"El Eternauta" tells a post-apocalyptic story where toxic snowfall leads to the death of millions. According to Sarandos, the show's creators used AI technology to depict the collapse of a building in Buenos Aires. Sarandos claimed that AI tools allowed them to achieve "remarkable results at an amazing speed," with the visual effects (VFX) sequence being completed ten times faster than traditional workflows. He also added that advanced visual effects such as "age reduction," which were previously only available for big-budget projects, can now be achieved through AI.

QQ20250728-112031.png

The series "El Eternauta," which premiered in late April, immediately attracted widespread attention and is expected to be renewed for a second season. When the show was released, the quality of its visual effects sparked extensive discussion. According to Deadline's interview with the show's creators, it contains as many as 2,000 visual effects shots. In the context of TV production facing massive materials, tight budgets, and schedules, it is not surprising that producers have tried to incorporate AI to accelerate the production process. However, the specific AI software used in the show has not been clearly identified yet.

Sarandos reiterated the benefits of AI in production when speaking to Ars, pointing out that creators have already seen clear advantages in pre-visualization, shot planning, and visual effects.

Industry Controversies and Netflix's AI Exploration

Despite Netflix's active promotion of AI applications, the role of AI tools in the film and television industry remains controversial. Hollywood actors and video game performers previously went on long strikes to demand AI protection agreements, and many professionals are worried that their jobs might be replaced by AI.

Additionally, AI-generated content faces challenges in terms of artistic quality. Some highly anticipated AI films, such as "The Beast" and "Alien: Romulus," have sparked controversy due to the poor quality of the AI-generated final products, even damaging the integrity of the works.

Netflix's interest in AI is not sudden. Previously, the company faced controversy over a true crime documentary that used images seemingly processed by AI. Earlier this year, another true crime documentary faced criticism for using AI to reconstruct the voice of a murder victim.

Other streaming platforms have also shown strong interest in AI. For example, Amazon has experimented with AI-generated TV show recaps, AI tools that recommend content based on character arcs and plot points, and launched an "AI-assisted" dubbing service for selected TV shows in March this year.