Netflix has officially acknowledged using generative AI to create special effects in one of its original shows, a move that could revolutionize the way movies and TV are produced. The company’s co-CEO, Ted Sarandos, confirmed during an earnings call that the Argentine post-apocalyptic drama, The Eternaut, features a visual effects (VFX) shot created entirely by AI.
Sarandos explained that the show’s creators needed a shot of a building collapsing in Buenos Aires. Instead of hiring a traditional VFX team, which would have been too expensive for the show’s budget, they turned to AI. Sarandos boasted that the AI completed the shot 10 times faster than traditional methods, calling it an “amazing result” that otherwise “just wouldn’t have been feasible.”
This cost-cutting measure, however, is at the heart of a major conflict in Hollywood. Many artists, writers, and actors fear that AI will take their jobs and devalue their skills. Recent labor strikes, including the SAG-AFTRA video game strike, have made protections against AI a central demand. The use of AI in filmmaking is highly controversial, and Netflix’s move is likely to add fuel to the debate.
While this may be the first time Netflix has featured AI-generated footage on screen, it is likely not the last. The company is already exploring AI to create ads for its ad-supported subscription and is testing a new AI-powered search feature.
By using AI in production, Netflix is not only saving money but also helping to normalize a technology that many creatives are actively fighting against. It’s a clear signal that the streaming giant sees AI as a key part of its future, for better or worse.