Netflix says it has used visual effects created by generative artificial intelligence (AI) in one of its original TV shows for the first time.
The streaming giant’s co-chief executive, Ted Sarandos, said AI, which produces videos and images based on prompts, was used to create a scene of a building collapsing in the Argentine science fiction show, The Eternaut.
“We remain convinced that AI represents an incredible opportunity to help creators make films and series better, not just cheaper,” he told analysts on Thursday after Netflix reported its second-quarter results.
He said the series, which follows survivors of a rapid and devastating toxic snowfall, involved Netflix and visual effects (VFX) artists using AI to show a building collapsing in Buenos Aires.
“Using AI-powered tools, they were able to achieve an amazing result with remarkable speed and, in fact, that VFX sequence was completed 10 times faster than it could have been completed with traditional VFX tools and workflows,” he said.
He said the use of AI tools allowed Netflix to fund the show at a much lower cost than is typical for a big-budget production.
“The cost of [the special effects without AI] just
wouldn’t have been feasible for a show in that budget,” Sarandos said.
Mr Sarandos made his comments as Netflix announced a 16% rise in revenue to $11bn (£8.25bn) for the three months to the end of June compared to the same period last year. Profits rose from $2.1bn to $3.1bn.
The streaming firm said the better-than-expected performance was boosted by the success of the third and final series of South Korean thriller Squid Game, which has so far attracted 122 million views.
AI was among the key concerns raised during a Hollywood strike in 2023.
Some in the industry have criticised the use of AI in film, calling it degrading to the craft.
In 2024, film mogul Tyler Perry halted plans for a $800m expansion of his studio in Atlanta over fears that the rapid advancement in AI-generated videos would affect jobs.
Davier Yoon, co-founder of Singapore animation studio CraveFX, said Netflix’s adoption of generative AI came as no surprise, as more major studios are welcoming the technology.
Generative AI adds to the list of digital tools that visual effect artists can pick to bring ideas to life, he said.
“It feels like a matter of time. AI definitely opens the gate to allow smaller studios to achieve big budget-looking visuals,” said Mr Yoon.
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