Netflix is making headlines for a new reason: generative artificial intelligence. The streaming giant’s co-CEO, Ted Sarandos, confirmed that AI-created visual effects have debuted in The Eternaut, an Argentine science fiction series. This marks the first time AI-generated final footage appears in a Netflix original.
The specific sequence, confirmed by Netflix co-CEO Ted Sarandos, features a dramatic building collapse in Buenos Aires. Sarandos explained that generative AI allowed the show’s production team to complete this complex visual effect ten times faster than traditional methods, making it financially feasible for the project’s budget. He highlighted that this particular scene represents the very first instance of generative AI final footage appearing on any Netflix original series or film, a testament to the technology’s growing capabilities.
This move by Netflix arrives at a time when the entertainment industry is actively grappling with the implications of artificial intelligence. Concerns about AI’s potential impact on human jobs were a central theme during the Hollywood strikes of 2023, which saw actors and writers demanding clearer guidelines for AI’s use.
However, Sarandos framed the technology as a powerful tool, stating it’s an “incredible opportunity to help creators make films and series better, not just cheaper.” He believes AI can democratize advanced visual effects, making them accessible to productions with more modest budgets.
Netflix’s embrace of AI ties into strong business results too. The company reported $11.08 billion in revenue for the quarter ending June, up 16% from last year. Much of that boost came from the final season of Squid Game, which racked up 122 million views so far.
Looking ahead, Netflix sees more potential in generative AI. Co-CEO Greg Peters mentioned using it for smarter recommendations, like letting viewers search by voice for an ’80s dark psychological thriller. It could also help with creating ads, making content more engaging for brands.
For similar news on AI making its way into the entertainment industry and social media, you can check out our coverage on AI-generated content infiltrating Spotify playlists, the ultimate guide to AI content on YouTube, Instagram exposing AI edits, and more.
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Dwayne Cubbins
1181 Posts
For nearly a decade, I've been deciphering the complexities of the tech world, with a particular passion for helping users navigate the ever-changing tech landscape. From crafting in-depth guides that unlock your phone's hidden potential to uncovering and explaining the latest bugs and glitches, I make sure you get the most out of your devices. And yes, you might occasionally find me ranting about some truly frustrating tech mishaps.
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