July 22, 2025 - Netflix has successfully implemented AI-generated video footage in its upcoming Argentine sci-fi series *El Eternauta*, marking a milestone in AI's integration with creative industries. The AI model created a complex building collapse scene 10 times faster and cheaper than traditional methods, demonstrating the technology's potential to revolutionise visual effects production.
The AI system handled the entire VFX process for the scene, from initial concept to final rendering. Netflix co-CEO Ted Sarandos emphasised the tool's role in empowering creators, stating, ts2.tech, 'AI represents an incredible opportunity to help creators make films and series better, not just cheaper… this is real people doing real work with better tools.' The company is also exploring AI-powered ads and personalised content recommendations.
This breakthrough reflects the growing adoption of generative AI in media production, particularly for cost-intensive tasks like VFX. While critics raise concerns about job displacement, proponents argue AI tools enable more ambitious creative projects. The development aligns with broader trends in automation across entertainment industries, where AI is increasingly used to enhance – rather than replace – human creativity.
Our view: Netflix's approach demonstrates a balanced implementation of AI in creative workflows. By framing the technology as a collaborative tool rather than a replacement, the company sets a positive precedent for ethical AI adoption in the arts.
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