Netflix is already utilizing generative AI technology in its content production, as revealed by CEO Ted Sarandos. During a video conference call following Netflix’s earnings announcement on July 17, Sarandos disclosed that the streaming giant has integrated AI into the production of its Argentinian sci-fi series, El Eternauta. For a particular scene showcasing a building collapse in Buenos Aires, Netflix’s tech team collaborated with the filmmakers to generate AI footage, marking the first instance of generative AI being used for final footage in any Netflix-produced program. Sarandos emphasized that the application of AI not only enhances the quality and creativity of filmmaking but also accelerates the production process, achieving results significantly faster than traditional methods.
Sarandos asserted that the budget for El Eternauta would not have typically allowed for such advanced visual effects to be created through conventional means. He highlighted that the footage was produced ten times quicker compared to traditional visual effects workflows. The CEO noted that filmmakers are increasingly using AI for previsualization, shot planning, and other visual effects, which indicates a broader trend in the industry that merges creative talent with advanced technological tools. Furthermore, Netflix plans to expand its integration of AI to enhance recommendations and other features for subscriber engagement.
This approach aligns with Netflix’s historical trend of embracing new technologies, from streaming to algorithm-driven content recommendations. Kate O’Neill, a former Netflix content manager and founder of KO Insights, pointed out that the company’s use of AI reflects a natural evolution in content creation rather than a groundbreaking change. O’Neill anticipates that the rapid development of AI, combined with the economic pressures faced by streaming services, could see AI-generated content becoming routine within the next 18 to 24 months. However, she notes that the legal and ethical frameworks surrounding these technologies are lagging behind their development.
Amidst this rapid integration of AI, O’Neill raises important ethical and legal considerations, such as the data used to train AI models and potential infringements on intellectual property rights. She stresses the necessity for transparency and clarity on how AI tools are developed and whether they incorporate existing copyrighted materials. The democratization of sophisticated visual effects through AI raises significant questions regarding its impact on not only the content created but also on the professionals—actors, craftspeople, and digital-effects experts—who contribute to the filmmaking process.
While Netflix’s revelation may be a sign of a broader industry shift, it also underscores the complexities that accompany the rapid adoption of AI technologies. The conversation surrounding generative AI involves a delicate balance between enhancing artistic expression and navigating the implications for the entertainment workforce. As AI tools become more mainstream, industry stakeholders must engage in discussions to ensure fair practices, guard against potential exploitation, and foster an environment where creativity can flourish alongside technological advancement.
The thoughtful integration of AI into filmmaking, as demonstrated by Netflix, resonates with an ongoing trend in the creative sector, where technology continues to transform traditional processes. Companies need to consider both the benefits and challenges that AI brings to the table, and how it alters the landscape of content creation. Moving forward, it will be crucial for the industry to maintain a dialogue about ethical standards, transparency, and the support of its creative workforce while harnessing the potential of AI to enhance visual storytelling.
