For the first time, Netflix has used generative AI to create a fully rendered visual effects scene in its original content—marking a seismic shift in the entertainment industry. Here’s an in-depth look at what this means for creators, viewers, and the future of production.
🎬 The Breakthrough: AI-Generated Building Collapse
In the Argentine sci-fi series El Eternaut, Netflix used AI to generate a dramatic building collapse set in Buenos Aires. This sequence was completed 10 times faster and at significantly lower cost than traditional visual effects (VFX) methods. Producers called the results “incredible,” citing both creative and budgetary wins.
🚀 Why This is a Game-Changer
1. Speed & Efficiency
AI drastically shortens VFX pipelines—from weeks to days—making complex visuals feasible for mid-range budgets.
2. Cost Reduction
Scenes once reserved for Hollywood blockbusters are now achievable for smaller budgets—without quality loss.
3. Creative Potential
Netflix’s leadership has emphasized that AI isn’t just about cheaper production—it’s about making films “10% better.” AI empowers pre-visualization, set design, and even de-aging at scale.
🌐 Netflix’s Broader AI Strategy
Netflix is weaving AI into multiple layers of its platform:
- Conversational Search: Users can now request content with natural language prompts like “something funny and upbeat.”
- Seamless Advertising Integration: AI will soon allow dynamic placement of branded background elements in shows, especially on ad-supported plans.
- AI-Enhanced Dubbing: Netflix already uses generative AI to produce foreign-language dubs, expanding global accessibility.
⚠️ Controversies & Creative Concerns
- Job Impact
VFX artists fear AI may replace traditional roles. Recent Hollywood labor actions have highlighted the need for protections in this new creative environment. - Ethical Use
Using AI trained on existing film assets raises questions about consent, licensing, and originality. - Quality vs. Authenticity
Some viewers question whether AI-generated scenes deliver the same emotional impact as handcrafted effects.
❓ Frequently Asked Questions
Q: Is this the first time Netflix used AI for final footage?
Yes. El Eternaut marks the first Netflix original to feature AI-generated VFX in released content.
Q: Was the AI effect noticeably lower in quality?
No. According to the creative team, the effect exceeded expectations, with audiences responding positively to the outcome.
Q: Will AI replace VFX artists?
Not completely. While AI handles repetitive or complex effects faster, skilled creatives remain indispensable for artistic direction and fine-tuning.
Q: What about other production areas?
AI is already in use for de-aging, pre-visualization, voice dubbing, and enhanced search features—suggesting a broader strategy.
Q: Could this hurt smaller creators?
On the contrary—it democratizes access. Independent teams can now produce high-end visuals without blockbuster budgets.
🎯 Final Takeaway
Netflix’s bold step with El Eternaut shows AI isn’t just a production tool—it’s a creative enabler. Faster, smarter, more cost-effective VFX empowers storytellers to dream bigger and deliver richer experiences.
The technology still needs oversight, ethical use guidelines, and human artistry—but for now, the future of visual effects has arrived. And Netflix is leading the charge.
Sources BBC
