Netflix Uses Generative AI for On-Screen Visual Effects in Original Series for First Time
Netflix has confirmed that it used generative artificial intelligence (AI) to create visual effects for the first time in one of its original productions – a milestone that could reshape how films and series are made.
The streaming giant’s co-CEO, Ted Sarandos, revealed that the AI technology was used to generate a collapsing building scene in The Eternauts, a new Argentine sci-fi series. According to Sarandos, the production team completed the complex visual using generative AI tools significantly faster than traditional methods would have allowed.
“This is an incredible opportunity to help creators make films and series better, not just cheaper,” Sarandos said, describing AI as a breakthrough for creative storytelling, especially on limited budgets.
The development comes as Netflix posted second-quarter revenue of $11.08 billion, a 16% increase compared to the same period last year. The company attributed much of the growth to major content hits, including the final season of South Korean phenomenon Squid Game, which has drawn more than 120 million views to date.
While Sarandos framed the use of AI as an enhancement tool rather than a cost-cutting measure, its application has renewed industry-wide debates. Concerns over AI’s growing presence in entertainment were a key issue during the 2023 Hollywood strike, where actors and writers pushed back against the risk of AI replacing human talent.
The Screen Actors Guild–American Federation of Television and Radio Artists (SAG-AFTRA) was vocal during the strike, calling for stricter controls on how AI is used in film and television production.
Despite the controversy, Sarandos emphasized that the generative AI used in The Eternauts made a real impact on production efficiency and output quality.
“The cost of doing that scene with traditional effects would’ve been out of reach for the show’s budget,” he said. “This sequence marks the first time final generative AI footage has appeared on screen in a Netflix original. The creators were thrilled with the result.”
As AI tools continue to evolve, Netflix’s move could signal the beginning of broader adoption across the entertainment landscape – with studios walking a tightrope between innovation and industry ethics.
