Netflix Debuts Generative AI Show

Netflix Forges Ahead with Artificial Intelligence, Sparking Industry-Wide Debate

For the first time, Netflix has incorporated generative artificial intelligence into one of its television programs. The streaming giant's choice to apply this technology to El Eternauta, a science fiction series from Argentina, marks a considerable change in producing films and shows. Company executives claim this decision will result in content that is both less expensive and of a higher standard, a statement that has prompted debate throughout the entertainment sector. Employing AI for this particular show, which involved generating a scene of a building collapsing within Buenos Aires, underscores how the technology could transform visual effects. This particular development represents not only a technological achievement but a strategic business move that has profound consequences for the future of all creative fields.

The deployment of AI within Netflix’s production process has been greeted with both enthusiasm and concern. While the corporation presents the technology as a means to empower creators, a number of professionals in the field worry it may cause extensive job reductions. The conversation is especially intense within the visual effects community, where the capacity of AI to create intricate scenes for a small part of the usual expense and time offers both a benefit and a danger. Many view this action by Netflix as a trial run that could establish a model for the broader implementation of AI in movie creation.

A New Era of Production for Netflix

Ted Sarandos, co-chief executive at Netflix, has vocally supported leveraging AI for the enhancement of the creative process. He disclosed that the company initially applied generative AI during the making of El Eternauta, an Argentine show. This technology was crucial for crafting a key sequence that shows a building in the city of Buenos Aires falling. Sarandos insisted this was not just a method for cutting costs but a technique to get outcomes that would not have been achievable for a show of that size. He mentioned that finishing this specific visual effects shot took only a tenth of the time it would have with traditional approaches. Such efficiency, he contends, makes possible more daring narratives and superior production quality for ventures with smaller financial backing.

The company’s internal division, Eyeline Studios, led the integration of AI, showing a dedication to advancing this technology from within. The production team, by applying tools driven by AI, managed to create the intricate visual effects for the collapsing building at an exceptional pace. The comments from Sarandos indicate that Netflix considers AI an instrument for enhancing human ingenuity, not for supplanting it. He made it clear that "real people" are still performing the work, now furnished with more sophisticated and effective instruments. This viewpoint is key to Netflix's official communication as it deals with the delicate topic of AI in a field based on creativity.

The Contentious Landscape of AI in Entertainment

Applying generative AI within the entertainment sector has turned into a controversial subject, causing worries about major job losses. This concern is especially pronounced among experts in the fields of production and creating special effects, where tools powered by AI are increasingly able to handle duties historically performed by human artisans. The nervousness related to AI was a primary subject during the 2023 Hollywood labor disputes, where writers and actors alike campaigned for safeguards against this technology's unchecked implementation. The unions aimed to make certain the technology stayed in the hands of workers, instead of being utilized as a substitute for their roles.

The settlements that came after the industrial action contained particular articles governing how AI is utilized. For example, the agreements specified that studios need to get clear approval from performers prior to using their digital images and that scripts created by AI cannot be used to diminish the importance of human writers. These stipulations are a historic success for labor organizations in our modern technological era, creating a model for how new technologies ought to be incorporated into professional settings. Still, the discussion is not finished. A large number of people in the field continue to be dubious about the ultimate effects of AI, with some expressing concern that it might bring about a time when creative positions are greatly reduced.

Image Credit - BBC

The 2023 Hollywood Strikes: A Battle for Control

The parallel industrial actions in 2023 from the Writers Guild of America (WGA) and the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) halted Hollywood activity. A primary point of contention during the labor dispute was the growing presence of artificial intelligence throughout the sector. The unions, which speak for countless creative experts, articulated deep-seated fears that AI might be used to weaken their professional standing. Writers expressed concern over studios that might utilize AI for script generation, while performers were afraid their digital images could be applied without their approval or proper payment. The walkouts, which went on for many months, underscored the profound unease connected to technology’s place in the creative sphere.

The bargaining process was strained, as the unions called for strong safeguards against the improper application of AI. The final settlements were regarded as a significant win for the workforce. The WGA successfully negotiated a contract that restricts how AI can be applied to the writing process, guaranteeing that people who write remain central to telling stories. In a similar vein, the SAG-AFTRA agreement contained clauses that require performers to give informed consent before their digital likenesses can be utilized. These pacts created a vital model, not only for the movie business but also for other sectors facing the challenge of integrating AI. They showed the effectiveness of collective action in determining the moral and employment consequences of developing technologies.

The Economic Realities of Modern Streaming

Netflix's move in the direction of AI is additionally a consequence of the financial conditions in the streaming industry. The corporation recently unveiled strong financial numbers for its second quarter of 2025, showing revenue of $11.08 billion, which is a 16% rise compared to the previous year. This robust showing was linked to a mix of solid subscriber increases, higher advertising income, and beneficial foreign exchange effects. The popularity of programming such as the last season of Squid Game, a thriller from Korea, was also a major factor in the company’s increased earnings. In spite of these encouraging figures, the streaming business continues to be extremely competitive, prompting companies to perpetually look for methods to lower expenditures and boost productivity.

Applying AI to El Eternauta clearly demonstrates this focus on efficiency. By crafting an elaborate visual effects sequence for one-tenth of the price of older techniques, Netflix managed to give a modestly funded show the appearance of a major production. This strategy enables the corporation to fund a broader variety of programming, which can include global projects that might not have been financially practical otherwise. As Netflix keeps broadening its worldwide footprint, the capacity to create excellent programming for less money will become a crucial edge over competitors. The firm's expanding ad-supported service is also anticipated to become a primary driver of income expansion in the next few years.

A Glimpse into the Future of Filmmaking

The inclusion of AI in the making of El Eternauta provides a look at what moviemaking may become. Supporters of this technology believe it holds the key to making the creative field more accessible, enabling directors with constrained funds to bring their grand ideas to life. By having AI handle tasks that are laborious and costly, it could release funds that can be allocated to different production areas, like refining the story or actor performances. This might result in a more varied and inventive programming slate, as creators are no longer limited by the steep expense of standard visual effects.

Nevertheless, those who are critical continue to be cautious about the possible negative aspects of AI. There is apprehension that depending too much on technology might cause content to become uniform, with software preferring financially viable tropes over creative uniqueness. The issue of copyright and who owns intellectual property is also a significant concern, given that AI models are developed using huge collections of pre-existing artistic material. As this technology keeps advancing, the sector must tackle these intricate problems to guarantee that AI is applied in a manner that reinforces, rather than replaces, human ingenuity. The continuous conversation among production houses, labor unions, and artists will be vital for determining how AI is used in entertainment.

Global Reactions and Industry Perspectives

Netflix's announcement that it was applying generative AI has initiated a worldwide discussion about what lies ahead for creative occupations. In the United Kingdom, Equity, the union for actors, has been in continuous talks with producers regarding how AI is utilized, which shows the worldwide scope of these issues. The Writers' Guild of Great Britain has also started a movement to tackle the possible consequences of AI for authors, though no conclusive deals have been solidified yet. These talks are indicative of a global push to create just and moral standards for how AI should be applied throughout the entertainment sector.

Industry experts have presented various viewpoints on this new trend. A number are of the opinion that it is a natural and even beneficial progression, stating that technological innovation has consistently propelled progress in moviemaking. They refer to computer-generated imagery and other digital instruments as instances of technology improving storytelling. Others adopt a more guarded stance, issuing warnings that the unregulated application of AI might diminish the value of human artists' contributions and cause a drop in the quality and freshness of content. The ultimate effect of AI will probably hinge on the decisions made by studios, the effectiveness of union safeguards, and the changing legal framework concerning this formidable new technology.

Image Credit - Mashable

The Technical Aspects of AI in Production

Generative AI, which is the technology applied to El Eternauta, represents a field of artificial intelligence capable of producing novel content, including text, visuals, and video. These models are developed with enormous collections of data and employ sophisticated programming to create results that resemble the information they were developed with. Within the moviemaking sphere, generative AI can be deployed for numerous duties, from developing initial art and shot sequences to producing whole scenes. This technology is especially effective for making lifelike visual effects, like the scene of the building collapsing featured in El Eternauta.

Applying AI during post-production is not a completely new concept. The Star Wars media property has employed AI to make characters appear younger and even to create fresh scenes with actors who are no longer living. However, Netflix's decision to apply generative AI for the final cut of a widely released show represents a major leap in the embrace of this technology. As AI systems grow more advanced and easier to obtain, their deployment in moviemaking will likely increase. This will have a major effect on every phase of the creation process, from early visualization and mapping out shots to the editing process and creating visual effects.

The Broader Implications for Creative Industries

The discussion about AI in the film industry is one component of a wider dialogue regarding the effects of automation on the labor force. Related worries are emerging in different creative fields, like the music, art, and news industries. Music creators are anxious about AI-produced songs that copy their personal sound, while visual artists are troubled by AI programs that can produce unique pieces of art. The fundamental problem is consistent across these areas: how to find an equilibrium between the advantages of new tech and the necessity of safeguarding the income and artistic ownership of human creators.

The settlements achieved during the Hollywood labor disputes could offer a blueprint for other sectors facing these challenges. The focus on approval, payment, and human direction offers a structure for the moral and responsible ways to apply AI. As AI technology keeps developing, it will be essential for every creative sector to participate in a forward-thinking and cooperative conversation about its function and supervision. The objective ought to be to leverage the capabilities of AI to enhance human imagination, not to substitute it. This will demand a unified push from all involved parties, such as artists, corporations, labor unions, and lawmakers.

Navigating the Ethical Maze of AI

Applying generative AI within the entertainment field brings up many ethical issues the industry is just starting to tackle. Among the most urgent problems is the matter of approval. The capacity of AI to produce lifelike digital versions of performers creates worries about the unauthorized application of an individual's likeness. The SAG-AFTRA settlement, which demands that performers give informed consent before digital versions of them are utilized, is a major move toward resolving this problem. Yet, as the technology gets more sophisticated, it might be harder to know when a person's image has been applied without their go-ahead.

A different significant ethical worry is the chance that AI could sustain and worsen existing prejudices. AI models are developed using huge collections of data, and if those collections have biases, the AI will adopt and replicate them. This might result in the making of material that reinforces negative stereotypes. There is additionally the problem of what occurs to the artistic community when AI is able to produce material on a very large scale. If the industry becomes saturated with AI-made material, it might be harder for human creators to connect with a viewership for their creations. These are difficult problems without simple solutions, and they will need close attention as the sector progresses.

The Future of Storytelling

In spite of the difficulties and worries, a large number of people in the field think that AI could potentially open up new ways of telling stories. By having AI handle specific parts of the creation process, it could give creators more time to concentrate on their strengths: crafting engaging stories and designing unforgettable characters. AI might also be used to develop more interactive and customized entertainment. For instance, AI could be utilized to create varied plots for a story depending on what the viewer selects, leading to a deeply engaging and unique tale.

Applying AI to the production of El Eternauta marks only the start of what promises to be an extended and revolutionary path. As the technology keeps advancing, it will surely have a major influence on how narratives are created and experienced. The crucial part will be to guarantee that this technology is employed in a manner that elevates, instead of lessens, the human contribution to narration. What lies ahead for entertainment will be determined by discovering the proper equilibrium between the capabilities of artificial intelligence and the lasting significance of human imagination. The narrative of AI's role in Hollywood is currently unfolding, and it is a tale that will leave a permanent mark on the future of both culture and entertainment.