Netflix has officially entered the era of generative artificial intelligence (AI) in content creation, marking a significant milestone in the evolution of television production. The company’s first major application of the technology appears in its upcoming Argentine science fiction series, El Eternauta, where generative AI was used to produce a complex visual effects (VFX) sequence.
The standout scene, which features a building dramatically collapsing in Buenos Aires, was created using proprietary AI tools developed by Netflix’s in-house production engineering team in collaboration with its VFX division, Scanline VFX. This represents the first instance of generative AI footage being included in the final edit of a Netflix Original series.
Efficiency Without Compromise
Traditionally, scenes of this complexity would require extensive time and resources to complete. Leveraging its AI-driven production pipeline, Netflix reports that the sequence was executed approximately ten times faster than with conventional methods, and at a significantly lower cost—making it feasible within the production’s budgetary constraints.
Inga Saffron, Vice President of Production Innovation at Netflix, emphasized that the goal is to empower creatives, not replace them. “We’re doing it to create optionality and increase capacity for artists,” she said. “This enables artists and teams to spend more of their time on creative work, not repetitive tasks.”
Netflix’s internal innovation group, known as the iLine team, is spearheading the development of AI-enhanced tools across the production pipeline—from pre-visualization and storyboarding to set design and post-production workflows.
Navigating Ethical Boundaries
While El Eternauta showcases the potential of generative AI in VFX, Netflix has deliberately refrained from applying the technology to areas such as scriptwriting or character development—domains that remain sensitive following the 2023 Writers Guild of America (WGA) strike. Current industry agreements prohibit the use of generative AI to replace credited writing or diminish writers’ roles, and Netflix has affirmed its compliance with those standards.
Industry Impact and Future Outlook
The move has sparked mixed reactions across the entertainment landscape. Proponents view generative AI as a democratizing force that reduces barriers for smaller productions, while critics warn of potential job displacement and the erosion of creative authenticity. Nonetheless, Netflix maintains that its use of AI is intended to augment human creativity and increase efficiency without compromising artistic vision.
As the first high-profile case of generative AI integration into mainstream television, El Eternauta serves as a proof of concept—and potentially a glimpse into the future of filmmaking. The broader industry is watching closely as Netflix pioneers this technological shift, which may soon redefine how visual stories are imagined, crafted, and delivered.
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