Netflix Confirms Use of Generative AI for VFX in Original Series
During its recent earnings call, Netflix revealed it employed generative AI to create visual effects for The Eternaut, an original series from Argentina released in April 2025. Co-CEO Ted Sarandos explained that the technology was used to produce a specific shot of a collapsing building in Buenos Aires, bypassing the need for a traditional VFX studio.
Sarandos highlighted the efficiency of AI-powered tools, stating that the sequence was completed ten times faster than conventional methods would have allowed. He also noted that the shot would have been financially unfeasible for a show with The Eternaut’s budget without AI assistance. This marks the first instance of generative AI being used for final footage in a Netflix original series or film, signaling the company’s broader push into AI-driven production.
The entertainment industry has been vocal in its resistance to AI adoption, with labor strikes, including the recent SAG-AFTRA video game strike, centering on protections against AI displacement. Controversy also arose in 2024 when the Oscar-nominated film The Brutalist faced backlash for using AI during production. Additionally, concerns persist over whether generative AI models were trained on copyrighted material without authorization.
Beyond VFX, Netflix is exploring AI for other applications, such as generating ads for its ad-supported subscription tier and testing an OpenAI-powered search feature. While the company’s embrace of AI aligns with its tech-forward approach, it risks normalizing a tool that many creatives oppose. As Netflix continues integrating AI into its workflows, the debate over its role in entertainment is likely to intensify.
