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Streaming giant Netflix is now officially in the era of generative artificial intelligence content production, representing a significant shift in how original series are created. Netflix AI Content is reshaping how stories are written, produced, and visually presented on the platform.
The use of Generative AI allows Netflix to experiment with scripts, character development, and scene planning. The AI launch was in the forthcoming Argentine science fiction series El Eternauta. In the episode, AI tools were used to produce a dramatic visual sequence depicting a building collapsing in Buenos Aires.
The scene, developed using in-house AI by Netflix’s production engineering team and its VFX subsidiary Scanline VFX, is believed to be the first generative AI-generated footage included in the final edit of a Netflix Original. The company touts it as a technological breakthrough that significantly reduces production time and cost.
It typically takes weeks to finish special effects of this magnitude with standard processes. The final shot, delivered by Netflix's AI process, was priced ten times lower and delivered faster and more efficiently within cramped production schedules.
According to Inga Saffron, Netflix’s Vice President of Production Innovation, the goal isn’t to displace artists but to free them from routine tasks. “This enables our teams to focus on creativity rather than repetition,” she said.
The upcoming El Eternauta Netflix adaptation is expected to blend classic storytelling with cutting-edge technology. The internal iLine team has been actively developing AI functionality for various production phases to be integrated into upcoming projects, including initial phases such as storyboarding, set design, and post-production.
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Despite its impressive application, Netflix is being careful with its ethical approach. The company has refrained from applying AI to areas such as scriptwriting and character development, acknowledging industry agreements following the 2023 Writers Guild of America (WGA) strike.
Advanced visual effects generated through AI are enabling more immersive and cinematic experiences for viewers. These agreements prevent the use of AI to craft credited material or to replace writer roles in areas that are still sensitive in the creative world.
While some are welcoming of AI utilization in technical areas, as a means of democratizing production for smaller studios, others remain hesitant. Many are concerned that increasing automation could compromise the authenticity of artistic expression or jeopardize artists' job security, particularly as it relates to the work that industry professionals do.
From personalized experiences to enhanced visuals, Netflix AI Content brings a new level of creativity to streaming. Netflix’s move could set a precedent for how large-scale productions evolve in the near future. As rival facilities contemplate the cost benefits of AI-supported workflows, tools similar to those used in El Eternauta may become standard across the industry.
This marks a significant step in Netflix production innovation, setting a new standard for the entertainment industry. At this stage, the sci-fi drama serves as a proof of concept, demonstrating how AI and story development can be integrated into a contemporary production process.
Whether this balance can be maintained at scale remains to be seen, but the door to AI-driven content creation has undeniably been opened.
