amynicole – Netflix has officially confirmed using generative AI to create visual effects in its original Argentine series The Eternaut, released in April 2025. During the company’s latest earnings call, co-CEO Ted Sarandos revealed that the technology was used for a specific VFX shot involving a building collapse in Buenos Aires. Instead of hiring a traditional VFX studio, Netflix opted for AI-generated visuals to complete the scene.
Sarandos stated that AI tools enabled the team to finish the visual effect ten times faster than conventional workflows would allow. He also noted that the shot would have been impossible to achieve within the show’s limited budget using traditional means. “Using AI-powered tools, they achieved an amazing result with remarkable speed,” Sarandos said.
This marks the first time generative AI has created final on-screen footage in a Netflix original series or film. Sarandos emphasized that the sequence in The Eternaut represents a new approach for the company. It serves as both a technological milestone and a cost-saving strategy as Netflix looks to scale AI use in its production pipeline.
However, this move is not without controversy. Labor groups and creative professionals continue to raise concerns over the ethics of generative AI in filmmaking. The use of AI has been a central issue in recent labor negotiations, including the SAG-AFTRA video game strike.
Industry Pushback Grows Amid Netflix’s Broader AI Strategy
Netflix’s use of AI in The Eternaut comes at a time when generative AI is increasingly shaping the entertainment industry. While the company highlights efficiency and innovation, critics argue that AI threatens creative jobs and intellectual property rights. Films like The Brutalist have already faced backlash for using AI tools during production.
Sarandos positioned the move as a budget-conscious decision, but many in the industry view it as a warning sign. Union leaders and artists worry about the potential displacement of VFX professionals and other creative roles. Additionally, legal questions remain about whether AI models used in production are trained on copyrighted material.
Despite criticism, Netflix appears committed to expanding its use of AI. The company is reportedly using OpenAI-powered search features on its platform and plans to create AI-generated advertisements for its ad-supported tier. These developments suggest a broader strategy to integrate AI across Netflix’s business model.
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As Netflix continues exploring generative AI, its decisions may set precedents for the entertainment industry. While the technology offers speed and cost advantages, its long-term impact on jobs, storytelling, and creative integrity remains uncertain. The company’s embrace of AI will likely remain a topic of debate as more projects adopt these tools in future productions.
