Netflix uses AI generated videos in shows: Efficiency gains worth the creative trade-offs?

Netflix has taken a groundbreaking step into the realm of generative artificial intelligence (AI) for content creation, revolutionizing the production of television shows. The technology made its debut with the upcoming Argentine science fiction series, El Eternauta, where AI was employed to create an intricate visual effects sequence. In a dramatic scene showcasing a building collapsing in Buenos Aires, the visual effects were crafted using generative AI tools developed by Netflix’s in-house production engineering team in collaboration with Scanline VFX. This marks a significant milestone, as it is reportedly the first instance of generative AI footage being included in the final edit of a Netflix Original production. Traditionally, such visual effects could take weeks or even months to complete, often incurring hefty costs. However, thanks to Netflix’s AI-driven process, the sequence was finalized in a fraction of the time—approximately ten times faster than conventional methods—while also reducing costs to fit within the series’ budget. Netflix emphasizes that its goal is not to supplant creative professionals but to enhance their capabilities. Inga Saffron, Vice President of Production Innovation at Netflix, stated, "We’re doing it to create optionality and increase capacity for artists. This enables artists and teams to spend more of their time on creative work, not repetitive tasks." The company’s internal innovation group, known as the iLine team, is dedicated to developing AI-enhanced tools for various production aspects, from pre-visualization and storyboarding to set design and post-production. While El Eternauta showcases Netflix’s pioneering use of generative technology, the company has refrained from applying AI in areas that could raise ethical or contractual concerns, such as scriptwriting or character development. This cautious approach aligns with the agreements reached in Hollywood after the Writers Guild of America (WGA) strike in 2023, which limited the use of generative AI for writing credited material or replacing writers. The introduction of AI in entertainment production is a topic of heated debate. Proponents argue that it democratizes access to advanced production tools for smaller teams and reduces costs. Conversely, critics caution that excessive reliance on automation could jeopardize jobs and compromise creative integrity. Netflix insists that its approach to generative AI aims to enhance human creativity rather than replace it. This move is being closely monitored by other studios and streaming platforms. Netflix’s integration of generative AI could indicate a transformative trend in production practices throughout the industry. As other studios strive to keep pace with the efficiency and scale of Netflix’s pipeline, AI tools may soon become a staple in the toolkit of filmmakers and television creators. For now, El Eternauta stands as a prominent example of how cutting-edge technology can meld with international storytelling, potentially foreshadowing the future of filmmaking.