Netflix dips its toes in AI for the very first time
The debates around the use of artificial intelligence are never-ending. Just a few months ago, the Oscar-nominee film The Brutalist faced countless criticisms for the use of AI, specifically for voice enhancement. But in a move no one saw coming from Netflix, co-CEO Ted Sarandos advocated for the bright side of AI, highlighting the tools’ positive effects beyond cost-cutting measures.
On Thursday, following the delivery of Netflix’s second-quarter financial results, Sarandos said, “We remain convinced that AI represents an incredible opportunity to help creators make films and series better, not just cheaper.” He stressed that Netflix creators and executives have observed the benefits in terms of pre-visualisation, pre-planning shots, and VFX.
Sarandos revealed that the Argentinian production, The Eternaut, is the first Netflix original series to have used AI footage. The scene in question is the one where a building crashes in Buenos Aires. According to Sarandos, Netflix and Argentinian VFX artists collaborated on the sci-fi series.
For those unaware, The Eternaut follows a troupe of survivors of a toxic snowfall courtesy of an alien invasion. The show blends the tropes of post-apocalyptic chaos with enigmatic sci-fi nods. It is based on Héctor Germán Oesterheld’s comic book, which was published from 1957 to 1959.
Sarandos emphasised how the use of AI-powered tools ultimately came in handy in fast-paced production. “In fact, that VFX sequence was completed ten times faster than it could have been completed with traditional VFX tools and workflows,” he shared.
Beyond that, generative AI helped The Eternaut’s completion with a lower budget scale in comparison to high-budget Hollywood productions. And as per Sarandos, it was not just the creators or the Netflix executives who received the result with open arms. It was the audience.
“I think these tools are helping creators expand the possibilities of storytelling on screen, and that is endlessly exciting,” Sarandos told analysts. While AI’s potential may be a controversial topic, Netflix is seemingly hoisting the flag in its favour, quite a revolutionary move in its own right.