Netflix confirms AI use to produce shows ‘10x faster’ and of better quality

"We remain convinced that AI represents an incredible opportunity to help creators make films and series better, not just cheaper," Sarandos said Thursday, following the U.S. streaming giant’s second-quarter results, as reported by The Guardian.

AI was employed in the making of "The Eternaut," an Argentine series based on a popular sci-fi comic, according to Business Insider. The show, which follows survivors of a devastating toxic snowfall, used generative AI to create a building collapse scene in Buenos Aires.

Smartphone with Netflix logo is placed on a keyboard in this illustration taken April 19, 2022. Photo by Reuters

"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," Sarandos explained.

He noted that without AI, such a VFX effect would not have been cost-effective for a production of The Eternaut's scale.

The co-CEO said everyone was "thrilled" with the results and dismissed concerns that AI would replace human roles in the industry.

"I think these tools are helping creators expand the possibilities of storytelling on screen, and that is endlessly exciting."

The use of AI in film production has ignited significant debate. While industry figures like American actor Robert Downey Jr. and director James Gunn have raised concerns, others, including director James Cameron and actor Ben Affleck, have embraced the technology, according to The Independent.

The issue was also central during the 2023 dispute between SAG-AFTRA, the US’s largest actors’ union, and Hollywood studios, with striking actors seeking assurances over AI usage, residual pay increases, and improved benefits related to streaming.