Netflix used AI to form one in every of its TV shows for the first time, marking a big milestone within the know-how’s involvement in movie.
Netflix co-CEO Ted Sarandos said on Thursday that the corporate used footage generated by AI within the 2025 Argentine science fiction sequence “El Eternauta” (“The Eternaut”), a present that follows survivors of a poisonous snowfall. For the six-episode present, which arrived on Netflix on April 30, Netflix’s visible results artists tapped into AI to create a scene displaying a constructing collapsing in Buenos Aires.
That visible results sequence “was accomplished 10 occasions quicker” than it might have with customary instruments and workflows, Sarandos mentioned in a convention name on Thursday after Netflix delivered its second quarter financial results. Netflix reported a powerful quarter, with income of $11.08 billion, a 16% year-over-year improve, and $3.13 billion in revenue.
Based on Sarandos, “AI represents an unimaginable alternative” for creators and presents an opportunity to make movies and TV shows “higher, not simply cheaper.” The AI-generated scene in “El Eternauta” resonated with the present’s viewers, he mentioned.
“That is actual folks doing actual work with higher instruments,” Sarandos mentioned on the decision. “The creators had been thrilled with the consequence. We had been thrilled with the consequence, and extra importantly, the viewers was thrilled with the consequence.”
Netflix co-CEO Ted Sarandos. Picture by David Benito/FilmMagic
Netflix co-CEO Greg Peters additionally talked about on the decision that Netflix is incorporating AI into different facets of its enterprise, together with personalization, search, and adverts. Netflix launched a brand new AI-powered search tool in Might that enables customers to search out exhibits utilizing prompts like, “I would like one thing humorous and upbeat.”
Netflix additionally reported on Thursday that its subscribers watched over 95 billion hours price of TV exhibits and films by way of the platform within the first half of the 12 months, a 1% increase from a 12 months earlier. Non-English content material made up one-third of total viewing time.
Associated: NASA Will Start Live Streaming on Netflix Soon. Here’s What to Expect.
What’s the distinction between CGI and Generative AI?
So, how is AI use in exhibits totally different from CGI? Films have been utilizing CGI, or computer-generated imagery, for many years, beginning with Alfred Hitchcock’s 1958 movie Vertigo. CGI is a instrument that enables professionals to create content material utilizing pc software program, giving them guide management over components like textures and lighting.
CGI signifies that customers create objects themselves. Generative AI, in the meantime, routinely generates objects based mostly on a immediate. AI figures out by itself how one can accomplish what’s requested for within the immediate, making it much less hands-on than CGI. This additionally signifies that the person has much less management over an AI-generated output in comparison with CGI.
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Netflix used AI to form one in every of its TV shows for the first time, marking a big milestone within the know-how’s involvement in movie.
Netflix co-CEO Ted Sarandos said on Thursday that the corporate used footage generated by AI within the 2025 Argentine science fiction sequence “El Eternauta” (“The Eternaut”), a present that follows survivors of a poisonous snowfall. For the six-episode present, which arrived on Netflix on April 30, Netflix’s visible results artists tapped into AI to create a scene displaying a constructing collapsing in Buenos Aires.
That visible results sequence “was accomplished 10 occasions quicker” than it might have with customary instruments and workflows, Sarandos mentioned in a convention name on Thursday after Netflix delivered its second quarter financial results. Netflix reported a powerful quarter, with income of $11.08 billion, a 16% year-over-year improve, and $3.13 billion in revenue.
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