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Economic Times
5 hours ago
- Entertainment
- Economic Times
Netflix Ushers in a New Creative Era with Generative AI Debut in ‘El Eternauta'.
Synopsis For the first time in its history, Netflix has officially used generative AI in a fictional show, El Eternauta. This groundbreaking moment isn't just about visual effects—it's a larger signal that AI is being integrated as a core creative partner in global content production. The implications are vast: faster workflows, smarter budgets, and an evolution of storytelling itself. Netflix's adaptation of El Eternauta, the legendary Argentine graphic novel by Héctor Germán Oesterheld, was always going to be ambitious. The story centred around a mysterious snowfall in Buenos Aires that brings death from above, demanding high-stakes, cinematic worldbuilding. But instead of relying solely on traditional VFX pipelines, Netflix made a daring choice: integrating generative AI for the very first time in a show's post-production scene that marks this innovation? A building collapsed in Buenos Aires. Rather than hiring dozens of VFX artists or outsourcing to high-cost post-production houses, Netflix turned to its in-house Eyeline Studios, using AI to generate the scene in a fraction of the time and cost. This wasn't about cutting corners. It was about proving that a new creative paradigm had Sarandos, Netflix's co-CEO, revealed during the Q2 2025 earnings call that the building collapse was generated using AI and completed in 'a tenth of the time and cost' of traditional visual effects. That single phrase isn't just a passing remark—it's an executive roadmap. Netflix has always championed data-driven content strategy, and this is the next logical extension: optimizing not just what to make, but how to make a corporate standpoint, this is a case study in operational efficiency. AI allows Netflix to hit aggressive content deadlines, control production overheads, and enable higher creative risk without higher financial risk. For a platform pumping out hundreds of originals annually, generative AI doesn't just add value—it multiplies no shortage of anxiety around AI in creative industries, especially after the Hollywood strikes of 2023. Writers and actors demanded protections from AI's potential to replace human labour. But Netflix's use of AI in El Eternauta doesn't sideline artists—it empowers them. According to Sarandos, the AI-generated scene was created by 'real people doing real work' with the help of better tools. This distinction is critical. In the El Eternauta production pipeline, AI acted as a force multiplier—amplifying what human artists imagined, speeding up labour-intensive sequences, and allowing the production team to spend more time on storytelling, character, and narrative than automating away creativity, Netflix is making the case for augmented creativity, where AI picks up the tedious tasks and humans focus on what they do best: emotional depth, originality, and Eternauta isn't just any series. It's a cultural juggernaut in Latin America, deeply tied to Argentina's political history and national psyche. Producing a show with that level of regional gravity, and doing it justice on a global platform, was never going to be easy, especially without blockbuster-level AI made it possible. The technology democratizes scale, allowing regional stories to be produced with Hollywood-level polish. This matters in Netflix's broader international growth strategy, where local storytelling needs global-grade production. AI can bridge the gap between vision and feasibility, allowing more shows like El Eternauta to cross borders—and especially significant about this AI deployment is that it's not an isolated test—it's a preview of where Netflix is headed. Generative AI is already being tested across the company's workflow. Co-CEO Greg Peters said they're experimenting with AI-generated trailers, visual marketing assets, and even natural-language search prompts like, 'Show me romantic thrillers from the 1990s.'That integration points toward a multi-layered AI transformation: not just what's on screen, but how it's found, recommended, marketed, and monetized. Netflix isn't just tweaking one corner of its operations—it's retrofitting its entire content ecosystem for an AI-assisted the long-term payoff is massive: faster go-to-market timelines, smarter asset creation, more personalized user journeys, and ultimately, higher audience engagement—all without dramatically increasing appears to be playing within those guardrails. The El Eternauta case shows that when AI is used transparently, ethically, and as a support tool—not a replacement—it can unlock massive creative value. The company's public stance reflects a desire to build AI into the process without displacing the people who make stories success of El Eternauta is not about a single scene. It's about what that scene represents: Netflix's willingness to embrace next-gen tools without compromising on creative integrity. The result is a powerful signal to creators, investors, and competitors alike that AI is no longer a back-office experiment. It's a production might never notice that one scene was AI-generated—and that's the point. When done right, AI enhances the story without distracting from it. And for Netflix, that invisible efficiency is its greatest is more than just a smart way to cut costs or speed up timelines. It's the future of global entertainment—more accessible, more diverse, more scalable, and powered by a new creative partnership between humans and machines.
Time of India
7 hours ago
- Entertainment
- Time of India
Netflix Ushers in a New Creative Era with Generative AI Debut in ‘El Eternauta'.
Creative Empowerment, Not Creative Replacement Live Events Future-Proofing Netflix's Ecosystem Not a Gimmick—A Strategic Signal Netflix's adaptation of El Eternauta , the legendary Argentine graphic novel by Héctor Germán Oesterheld, was always going to be ambitious. The story centred around a mysterious snowfall in Buenos Aires that brings death from above, demanding high-stakes, cinematic worldbuilding. But instead of relying solely on traditional VFX pipelines, Netflix made a daring choice: integrating generative AI for the very first time in a show's post-production scene that marks this innovation? A building collapsed in Buenos Aires. Rather than hiring dozens of VFX artists or outsourcing to high-cost post-production houses, Netflix turned to its in-house Eyeline Studios, using AI to generate the scene in a fraction of the time and cost. This wasn't about cutting corners. It was about proving that a new creative paradigm had Sarandos, Netflix's co-CEO, revealed during the Q2 2025 earnings call that the building collapse was generated using AI and completed in 'a tenth of the time and cost' of traditional visual effects. That single phrase isn't just a passing remark—it's an executive roadmap. Netflix has always championed data-driven content strategy, and this is the next logical extension: optimizing not just what to make, but how to make a corporate standpoint, this is a case study in operational efficiency. AI allows Netflix to hit aggressive content deadlines, control production overheads, and enable higher creative risk without higher financial risk. For a platform pumping out hundreds of originals annually, generative AI doesn't just add value—it multiplies no shortage of anxiety around AI in creative industries, especially after the Hollywood strikes of 2023. Writers and actors demanded protections from AI's potential to replace human labour. But Netflix's use of AI in El Eternauta doesn't sideline artists—it empowers to Sarandos, the AI-generated scene was created by 'real people doing real work' with the help of better tools. This distinction is critical. In the El Eternauta production pipeline, AI acted as a force multiplier—amplifying what human artists imagined, speeding up labour-intensive sequences, and allowing the production team to spend more time on storytelling, character, and narrative than automating away creativity, Netflix is making the case for augmented creativity, where AI picks up the tedious tasks and humans focus on what they do best: emotional depth, originality, and Eternauta isn't just any series. It's a cultural juggernaut in Latin America, deeply tied to Argentina's political history and national psyche. Producing a show with that level of regional gravity, and doing it justice on a global platform, was never going to be easy, especially without blockbuster-level AI made it possible. The technology democratizes scale, allowing regional stories to be produced with Hollywood-level polish. This matters in Netflix's broader international growth strategy, where local storytelling needs global-grade production. AI can bridge the gap between vision and feasibility, allowing more shows like El Eternauta to cross borders—and especially significant about this AI deployment is that it's not an isolated test—it's a preview of where Netflix is headed. Generative AI is already being tested across the company's workflow. Co-CEO Greg Peters said they're experimenting with AI-generated trailers, visual marketing assets, and even natural-language search prompts like, 'Show me romantic thrillers from the 1990s.'That integration points toward a multi-layered AI transformation: not just what's on screen, but how it's found, recommended, marketed, and monetized. Netflix isn't just tweaking one corner of its operations—it's retrofitting its entire content ecosystem for an AI-assisted the long-term payoff is massive: faster go-to-market timelines, smarter asset creation, more personalized user journeys, and ultimately, higher audience engagement—all without dramatically increasing appears to be playing within those guardrails. The El Eternauta case shows that when AI is used transparently, ethically, and as a support tool—not a replacement—it can unlock massive creative value. The company's public stance reflects a desire to build AI into the process without displacing the people who make stories success of El Eternauta is not about a single scene. It's about what that scene represents: Netflix's willingness to embrace next-gen tools without compromising on creative integrity. The result is a powerful signal to creators, investors, and competitors alike that AI is no longer a back-office experiment. It's a production might never notice that one scene was AI-generated—and that's the point. When done right, AI enhances the story without distracting from it. And for Netflix, that invisible efficiency is its greatest is more than just a smart way to cut costs or speed up timelines. It's the future of global entertainment—more accessible, more diverse, more scalable, and powered by a new creative partnership between humans and machines.
Yahoo
2 days ago
- Entertainment
- Yahoo
Netflix slipped something new into your favorite show
For the first time, a hit Netflix show used something unusual to craft a final scene: AI. This new tax deduction in Trump's 'big, beautiful bill' lets people cash in on charitable donations up to $2,000. Here's what to know Housing market 'red flare': Moody's chief economist sees home price declines spreading Ikea is launching new smart home products, and they're designed to be extra easy to use On its quarterly earnings call, the company's co-CEO, Ted Sarandos, highlighted the use of generative AI in the sci-fi series El Eternauta (The Eternaut), which debuted on April 30. The postapocalyptic series adapts an Argentine comic of the same name, following survivors of a toxic snowfall that blankets Buenos Aires. The scene in question shows a dramatic building collapse, a feat that Sarandos argues wouldn't have been in budget without leaning on AI. Sarandos says that Netflix's Eyeline Studios partnered with the show's creative team to incorporate 'virtual production and AI-powered VFX' into a final scene. 'Using AI powered tools, they were able to achieve an amazing result with remarkable speed and in fact, that VFX sequence was completed 10 times faster than it could have been completed with . . . traditional VFX tools and workflows,' Sarandos said. While El Eternauta might be Netflix's first foray into using AI to generate final footage, the tech-forward company likely already incorporates AI into other workflows. Netflix doesn't share Hollywood's AI worries Even as companies like Netflix embrace AI, many workers in Hollywood have major qualms with the technology. Concerns about AI in film and TV surfaced during the monthslong Writers Guild of America (WGA) strike in 2023, which sought to block AI from impacting writers' pay and training on their work. The actors' union SAG-AFTRA, which joined the WGA, also sought to protect actors from having their likenesses used without compensation. In spite of those misgivings, AI is already popping up in film and television, including at this year's Oscars. Both Emilia Perez and The Brutalist used AI to finesse actors' voices—a boon that boosted Adrian Brody's Hungarian accent and may have contributed to his best actor win. AI's detractors in Hollywood are as concerned as ever, but given its tech-industry mindset and Silicon Valley DNA, Netflix isn't squeamish. 'We remain convinced that AI represents an incredible opportunity to help creators make films and series better, not just cheaper,' Sarandos said. 'They're AI-powered creator tools. So this is real people doing real work with better tools.' This post originally appeared at to get the Fast Company newsletter: Error while retrieving data Sign in to access your portfolio Error while retrieving data Error while retrieving data Error while retrieving data Error while retrieving data
Express Tribune
2 days ago
- Entertainment
- Express Tribune
Netflix resorted to AI use in Argentine sci-fi series
Netflix said on Thursday that it used generative artificial intelligence to produce visual effects that appeared for the first time on screen in one of its original series, employing a technology that has been a source of anxiety throughout Hollywood. 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 labour 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. Reuters
Fast Company
3 days ago
- Entertainment
- Fast Company
Netflix slipped something new into your favorite show
For the first time, A hit Netflix show used something unusual to craft a final scene: AI. On its quarterly earnings call, the company's co-CEO Ted Sarandos highlighted the use of generative AI in the sci-fi series El Eternauta (The Eternaut), which debuted on April 30. The post-apocalyptic series adapts an Argentinian comic of the same name, following survivors of a toxic snowfall that blankets Buenos Aires. The scene in question shows a building collapsing dramatically, a feat that Sarandos argues wouldn't have been in budget without leaning on AI. Sarandos says that Netflix's Eyeline Studios partnered with the show's creative team to incorporate 'virtual production and AI-powered VFX' into a final scene. 'Using AI powered tools, they were able to achieve an amazing result with remarkable speed and in fact, that VFX sequence was completed 10x faster than it could have been completed with… traditional VFX tools and workflows,' Sarandos said. While El Eternauta might be Netflix's first foray into using AI to generate final footage, the tech-forward company likely already incorporates AI into other workflows. Netflix doesn't share Hollywood's AI worries Even as companies like Netflix embrace AI, many workers in Hollywood have major qualms with the technology. Concerns about AI in film and TV surfaced during the monthslong Writers Guild of America (WGA) strike in 2023, which sought to block AI from impacting writers' pay and training on their work. The actors' union SAG-AFTRA, which joined the WGA, also sought to protect actors from having their likenesses used without compensation. In spite of those misgivings, AI is already popping up in film and television – including at this year's Oscars. Both Emilia Perez and The Brutalist used AI to finesse actors' voices – a boon that boosted Adrian Brody's Hungarian accent and may have contributed to his best actor win. AI's detractors in Hollywood are as concerned as ever, but given its tech industry mindset and Silicon Valley DNA, Netflix isn't squeamish. 'We remain convinced that AI represents an incredible opportunity to help creators make films and series better, not just cheaper,' Sarandos said. 'They're AI-powered creator tools. So this is real people doing real work with better tools.'
