Netflix has begun integrating artificial intelligence into its films and shows. This was announced by co-CEO Ted Sarandos during a quarterly earnings call, as reported by TechCrunch.
The platform has introduced its first “final footage created by generative AI” in the Argentine series El Eternauta.
The internal production team, in collaboration with producers, employed AI to create a scene depicting a building collapse. This approach allowed the work to be completed ten times faster than with traditional visual effects tools, significantly reducing costs.
“We remain convinced that AI represents an incredible opportunity to help creators make films and series not only cheaper but also better. There are AI-based tools that enhance creators. […] They are already experiencing benefits in pre-production stages: in scene planning and pre-visualization, and certainly in visual effects. Previously, only big-budget projects could afford complex VFX like de-aging,” he said.
Co-CEO Greg Peters added that Netflix is also applying generative AI in other areas, including personalization and advertising.
In May, the company introduced a new search feature powered by generative artificial intelligence from OpenAI.