Netflix has officially begun using generative artificial intelligence in its content production, a move that highlights the technology’s growing role in Hollywood. Co-CEO Ted Sarandos confirmed that AI created visual effects for the first time in the Argentine series “El Eternaut.”
Sarandos stated that the technology enabled the production team to create a scene of a building collapsing significantly faster and at a lower cost than traditional methods. He explained that this made advanced visual effects feasible for a show with a smaller budget, and the creators were pleased with the result.
According to a Bloomberg report, citing a person familiar with the matter, Netflix is using video generation tools from the startup Runway AI for its productions. However, the same source clarified that Runway’s software was not used for the specific collapsing building effect in “El Eternaut.”
The adoption of AI is a controversial topic in the entertainment industry, with professionals expressing concerns over job security and copyright, which were key issues in the 2023 Hollywood strikes. Meanwhile, other major studios are also exploring the technology. A spokesperson for Walt Disney Co. confirmed it has tested Runway’s tools but stated there are no current plans to integrate them into its production pipeline.