In brief
- Streaming giant Netflix has revealed that it used generative AI for a VFX sequence in its show “The Eternaut.”
- Netflix co-CEO Ted Sarandos called generative AI “an incredible opportunity to make films and series better, not just cheaper.”
- There is widespread concern among film industry professionals over the threat posed by AI to their jobs.
Netflix has used artificial intelligence in one of its TV shows for the first time.
AI-powered tools were deployed during the production of “The Eternaut,” an Argentinian drama that shows the aftermath of a toxic snowfall that’s killed millions of people.
On an earnings call, the streaming giant’s co-CEO, Ted Sarandos, said the technology “represents an incredible opportunity to make films and series better, not just cheaper.”
The creators of “The Eternaut” wanted to include a scene where a building collapses in Buenos Aires, and Sarandos said AI meant “they were able to achieve an amazing result with remarkable speed.”
“In fact, that VFX sequence was completed 10 times faster than it could have been completed with traditional VFX tools and workflows,” he told analysts.
Sarandos argued that AI could prove especially useful for bringing scenes to life that otherwise wouldn’t be possible because of budget constraints.
“The creators were thrilled with the result. We were thrilled with the result. And more importantly, the audience was thrilled with the result,” he added.
Fellow co-CEO Greg Peters says generative AI could also have an impact on improving user experience—and Netflix has been trialing a new tool that allows viewers to request recommendations using their voice, such as: “I want to watch a film from the 80s that’s a dark psychological thriller.”
“If we do a better job there, that means every dollar that we spend means more value back to our members by connecting them with the titles that they’re truly going to love,” he said.
In its most recent annual filing to the Securities and Exchange Commission, Netflix warned its business could be adversely affected if competitors “gain an advantage” by using generative AI tools more effectively.
While Hollywood executives argue AI has the potential to unleash creativity, and bring ideas to life, many in the entertainment sector remain fearful of the impact it could have on their livelihoods.
Last year, a report by CVL Economics warned that generative AI could cause “significant disruption” to 204,000 film and TV jobs between now and 2027—disproportionately affecting entry-level roles.
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