Netflix has used generative artificial intelligence (AI) to produce visual effects in its original series, marking the first time the technology has appeared on screen. Co-CEO Ted Sarandos hailed AI as an opportunity for creators to make films and series better without breaking the bank.
The AI-powered effect was seen in the Argentine science-fiction series “El Eternauta” where a building collapsing in Buenos Aires was made possible by partnering with Eyeline Studios, a production innovation group within Netflix. This dramatic scene would have been beyond the project’s budget using traditional visual effects tools and workflows.
According to Sarandos, the sequence took 10 times less time to complete and its cost was also unfeasible for the show given its budget. The co-CEO said this is the first instance of GenAI final footage appearing on screen in a Netflix original series or film.
Co-CEO Greg Peters sees other opportunities for generative AI to enhance user experience, including suggesting titles using spoken words. He believes this could revolutionize how viewers find content, saying “Saying ‘I want to watch a film from the ’80s that’s a dark psychological thriller,’ and getting some results back… you just couldn’t have done in our previous experiences.”
AI could also represent a new avenue for advertising, as brands and marketers look to create engaging content. Peters noted that generative techniques can help decrease this hurdle over time, enabling more spots to be created.
Source: https://www.reuters.com/business/media-telecom/netflix-says-it-used-genai-argentine-tv-series-2025-07-18