Streaming Giant Debuts AI in “El Eternauta,” Promising Better, Faster Content Creation Amid Industry Debates
- Pioneering AI Integration: Netflix has employed generative AI for the first time in its Argentinian sci-fi series “El Eternauta,” using it to create stunning visual effects like a collapsing building in Buenos Aires, achieving results 10 times faster and at a fraction of the cost compared to traditional methods.
- Broader Industry Impact: Co-CEO Ted Sarandos emphasizes that AI enhances creativity and efficiency, helping creators expand storytelling possibilities, while addressing fears of job losses sparked by Hollywood strikes and ongoing debates about technology’s role in entertainment.
- Business Momentum: This innovation coincides with Netflix’s strong Q2 performance, including$11 billion in revenue and a booming advertising sector, signaling how AI could fuel future growth in content production and monetization.
Netflix is no stranger to pushing boundaries in the entertainment world, but its latest move marks a significant milestone: the integration of generative AI into one of its original series. In the Argentinian science fiction thriller “El Eternauta” (The Eternaut), the streaming behemoth has harnessed AI technology to bring complex visual effects to life, signaling a potential shift in how films and TV shows are made. This debut isn’t just a technical experiment—it’s a statement from Netflix’s leadership that AI can elevate storytelling, making it more efficient and accessible without sacrificing quality. As co-chief executive Ted Sarandos put it, this is about empowering creators to produce “better, not just cheaper” content, a philosophy that could reshape the industry amid ongoing conversations about technology’s double-edged sword.
At the heart of this innovation is “El Eternauta,” a gripping series that follows a group of survivors navigating the aftermath of a sudden, deadly toxic snowfall. For a key scene depicting a building crumbling in the bustling streets of Buenos Aires, Netflix collaborated with visual effects (VFX) artists who leveraged AI-powered tools. The results were nothing short of remarkable: the sequence was completed 10 times faster than what traditional VFX workflows would allow. Sarandos highlighted this efficiency during Netflix’s second-quarter earnings call, explaining that without AI, the special effects costs would have been prohibitive for a show of this budget. “The cost of [the special effects without AI] just wouldn’t have been feasible,” he noted, underscoring how the technology enabled the production to stay within financial limits while delivering high-quality visuals. This isn’t merely about cutting corners; it’s about democratizing advanced effects for global productions, allowing stories from diverse regions like Argentina to compete on a world stage.
From a broader perspective, Netflix’s foray into AI reflects a growing trend in the entertainment sector, where technology is both a boon and a battleground. Generative AI, which can create images, footage, or even scripts based on prompts, promises to streamline pre-visualization, shot planning, and post-production processes. Sarandos is optimistic, stating, “This is real people doing real work with better tools. Our creators are already seeing the benefits… and that is endlessly exciting.” He envisions AI as a catalyst for expanding storytelling possibilities, enabling more ambitious narratives that might otherwise be sidelined due to budget constraints. Yet, this enthusiasm comes against a backdrop of industry anxiety. The use of AI has ignited fears of widespread job cuts, particularly in VFX and production roles, where automation could displace human workers. This tension boiled over in 2023 during the dual strikes by Hollywood actors and writers, who fought for safeguards ensuring AI remains a tool controlled by creators rather than a replacement for them. Netflix’s approach in “El Eternauta” aims to thread this needle, positioning AI as an enhancer that amplifies human creativity rather than supplanting it.
Zooming out even further, this AI milestone aligns with Netflix’s robust business strategy, which continues to drive impressive growth. The company reported$11 billion in revenue for the quarter ending June, a 16% jump year-over-year, fueled in part by hits like the third and final season of the Korean phenomenon “Squid Game.” This success isn’t isolated; Netflix’s advertising arm, still in its early stages, is projected to roughly double in size this year, thanks to strategic pricing adjustments and the rollout of its proprietary ad tech platform. As Mike Proulx, vice-president of research at market analysis firm Forrester, observed, “Netflix’s better-than-expected quarter is a result of great content, increased pricing, and advertising momentum hitting all at once.” With AI now in the mix, Netflix is betting that technological advancements will not only optimize production but also bolster its content pipeline, attracting more viewers and advertisers in a competitive streaming landscape.
Netflix’s use of generative AI in “El Eternauta” could be a harbinger of things to come, blending innovation with caution. As the industry grapples with ethical questions— from job security to the authenticity of AI-generated art—Netflix’s leadership is clear: this technology is an opportunity to innovate responsibly. By making high-end effects more attainable, it opens doors for underrepresented voices and stories, potentially leading to a richer, more diverse array of content. Whether this sparks a new era of creativity or intensifies debates about AI’s role, one thing is certain: the streaming wars are evolving, and Netflix is leading the charge with tools that promise to make the impossible possible on screen.