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Netflix has confirmed that generative AI was used in one of the latest offerings on its platform, highlighting both the benefits and dangers the technology brings to the entertainment industry.
Co-CEO Ted Sarandos said the team at Netflix and the producers of an Argentine show called El Eternauta (The Eternaut) had worked together to use AI to create a collapsing building within a scene in the show.
Sarandos added that the scene was 10 times faster to create over using standard visual effects, cost less to make and led to “the very first GenAI final footage to appear on screen”, he said during Netflix’s post-results conference call.
“We remain convinced that AI represents an incredible opportunity to help creators make films and series better, not just cheaper,” he added.
“There are AI-powered creator tools. So this is real people doing real work with better tools. Our creators are already seeing the benefits in production through pre-visualisation and shot-planning work, and certainly visual effects. It used to be that only big-budget projects would have access to advanced visual effects like de-aging.”
Netflix is using the technology in a number of other ways as well, with co-CEO Greg Peters saying that generative AI was being used for personalisation in search and ads and that the company hopes that interactive ads will also be rolled out later this year. Netflix already uses AI-powered search.
AI use in the production of films has been a touchy subject, with a number of major actors, including James Gunn and Robert Downey Jr, actively speaking out against its use.
AI use was also a main focus during the actors strike in 2023, during which some of the US’ biggest actors halted filming unless assurances regarding AI use and residual pay increases regarding streaming and improved employee benefits were reached.
The actors union SAG-AFTRA and Hollywood reached an agreement in November 2023, with the union announcing that “SAG-AFTRA members will receive unprecedented wage escalation, significantly improved streaming compensation, and the first-ever crucial protections around the use of artificial intelligence technology”.
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