Netflix uses GenAI for visual effects in The Eternaut, cutting costs and speeding up production, a first on-screen use of the technology.
Netflix has debuted GenAI powered visual effects in its upcoming sci-fi series The Eternaut, marking the company’s first use of GenAI in final production footage. The team used the technology to simulate a complex building collapse scene in Buenos Aires, completing it ten times faster than traditional VFX methods.
Co-CEO Ted Sarandos said the GenAI approach made high-quality effects affordable for a production with a limited budget. Without GenAI, the scene would have been financially unfeasible. The AI-generated footage reduced time and cost without sacrificing visual impact. The creators were reportedly thrilled with the results.
This adoption comes amid ongoing debate in the entertainment industry. Critics worry GenAI could replace artists or exploit creative work without consent. Despite this, Netflix sees it as a way to expand access to advanced tools for smaller studios and cost-conscious productions. Sarandos emphasized that GenAI does not replace creativity but supports it.
Studios like CraveFX say GenAI has become just another tool in the visual effects toolkit. It helps level the playing field for independent creators, allowing them to achieve blockbuster-quality visuals. While fears remain, the shift signals a growing trend: GenAI will play a larger role in shaping the future of media production.