Netflix says it used GenAI in Argentine TV series
Co-CEO Ted Sarandos hailed AI as 'an incredible opportunity to help creators make films and series better, not just cheaper.'
Sarandos offered the example of Argentine science-fiction series 'El Eternauta (The Eternaut),' where the creators wanted to show a building collapsing in Buenos Aires - a visual effect that would have been beyond the project's budget.
The creative team partnered with Eyeline Studios, a production innovation group within Netflix, to make the dramatic scene with the aid of AI.
'That VFX sequence was completed 10 times faster than it could have been completed with visual traditional VFX tools and workflows,' Sarandos said during the company's second-quarter investor call. 'And also the cost of it would just wouldn't have been feasible for a show in that budget.'
Sarandos said the sequence is the first GenAI final footage to appear on screen in a Netflix original series or film.
AI has become a flashpoint in Hollywood since the labor unrest of 2023, which resulted in new guidelines for the use of the technology. The main concern is that AI could replace the work of humans.
Co-CEO Greg Peters said Netflix may find other ways to leverage generative AI to improve the user experience - including offering viewers the ability to use spoken words to find something to watch.
'Saying 'I want to watch a film from the '80s that's a dark psychological thriller,' (and getting) some results back … you just couldn't have done in our previous experiences,' said Peters. 'So that's super-exciting.'
Advertising represents another opportunity for generative AI, Peters said, as brands and marketers seek to create compelling content.
'We think these generative techniques can decrease that hurdle iteratively over time and enable us to do that in more and more spots,' said Peters.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Express Tribune
3 hours ago
- Express Tribune
K-Pop Demon Hunters becomes most-watched animated film in Netflix history within six weeks
Netflix has confirmed that K-Pop Demon Hunters is now the most-viewed animated film in the platform's history, reaching over 26 million views and nearly 44 million hours watched within just six weeks of release. The film, which premiered on June 20 2025, follows HUNTR/X, a K-pop idol group that secretly fights supernatural threats. In the story, the group faces off against the Saja Boys, a rival demon-powered boy band. Since its release, K-Pop Demon Hunters has quickly risen in popularity, dominating social media and global music charts. The fictional bands featured in the film have produced original songs that have gained widespread attention. Several tracks have topped Billboard's global charts, with listeners comparing them to established acts such as BTS and BLACKPINK. According to Netflix's internal data released on July 29 2025, the film has spent six consecutive weeks in the Top 10 films section. It surpassed previous animated hits such as The Sea Beast and The Monkey King to claim the top spot. In addition to streaming success, the film's music has seen strong engagement online, increasing speculation about the potential for a sequel. While Netflix has not officially confirmed a follow-up, CEO Ted Sarandos praised the film in a recent statement, calling it 'original animation' that highlights the importance of storytelling and innovation. K-Pop Demon Hunters remains available to stream exclusively on Netflix, with fans continuing to express interest in further exploring the world of HUNTR/X.
Express Tribune
20 hours ago
- Express Tribune
'My Melody & Kuromi' ranks near top on Netflix after global debut from Wit studio
Wit Studio, known for popular anime titles such as Spy x Family and Attack on Titan, has released a new stop-motion animated series titled My Melody & Kuromi in collaboration with Sanrio. The show premiered on Netflix on July 24 and has quickly become one of the most-watched programmes on the platform. According to streaming analytics site FlixPatrol, My Melody & Kuromi currently holds the number two spot on Netflix's global TV chart, just behind Untamed. The series is produced by Toruku Studio, a division of Wit Studio focused on stop-motion animation since 2020. The story follows Sanrio characters My Melody and Kuromi as they operate rival sweet shops in Mariland and prepare for a sweets-making contest judged by the renowned pastry chef Pistachio. The 12-episode series has a total runtime of just under 160 minutes, making it suitable for single-session viewing. My Melody & Kuromi features a theme song titled 'Kawaii' by K-pop group Le Sserafim. The track was produced by Gen Hoshino, previously known for music in Spy x Family and its feature film Code: White. Netflix's recent success with animated titles includes Dan Da Dan and KPop Demon Hunters, both of which have achieved top 10 rankings. With My Melody & Kuromi now joining the ranks, Netflix's position in the animated content market is strengthening. All My Melody & Kuromi episodes are currently available for streaming.
Express Tribune
21 hours ago
- Express Tribune
Natalie Portman joins Role Model onstage, dancing during Madison Square Garden show
Natalie Portman made a surprise onstage appearance at Role Model's concert on July 29, at Madison Square Garden in New York City. The moment occurred during the singer's performance of 'Sally, When the Wine Runs Out,' a track known for featuring a guest cameo at live shows. Role Model, whose real name is Tucker Pillsbury, has previously brought out artists such as Renée Rapp, Dylan Minnette, and Bowen Yang for the segment. This time, the special guest was Portman whose appearance was quickly shared across social media platforms. Videos showed Portman dressed in a white T-shirt, denim shorts, and sneakers, with a denim jacket tied around her waist. Fans reacted to the moment online, with one TikTok user commenting, 'Nothing could have prepared me for Natalie Portman.' Others noted her youthful appearance and stage presence, with comparisons made to younger performers. Some fans also connected the surprise appearance to Lena Dunham, who reportedly introduced Portman and Pillsbury. Both are set to appear in Dunham's upcoming Netflix romantic comedy Good Sex, which also stars Mark Ruffalo. The film is said to revolve around a love triangle and is currently slated for a 2027 release, though no official date has been announced. While further details on the Netflix project remain limited, Portman's appearance at the concert appears to have generated renewed interest in the film and her collaboration with the pop artist.
