TLDR: Netflix has begun utilizing generative AI to create final footage for scenes in its original series, significantly speeding up production and enabling visuals that would otherwise be cost-prohibitive. The technology was first deployed in the Argentinian sci-fi show ‘El Eternauta,’ where it generated a complex scene of a building collapsing in Buenos Aires. CEO Ted Sarandos highlighted AI’s potential to enhance creative output and efficiency, noting a 10x faster production rate for the AI-generated footage compared to traditional methods.
Netflix is pioneering the integration of generative artificial intelligence into its production pipeline to accelerate scene creation for its original series. This strategic move aims to enhance creative possibilities and streamline production timelines, as revealed by CEO Ted Sarandos during a video conference call following the company’s earnings announcement on July 17, 2025. Sarandos confirmed that Netflix has already deployed generative AI for final footage in an original production, marking a significant milestone for the streaming giant.
The groundbreaking application of this technology was seen in ‘El Eternauta,’ an Argentinian sci-fi graphic-novel adaptation. For a pivotal scene depicting a building collapsing in Buenos Aires, Netflix’s technical team collaborated with filmmakers to generate the required footage using AI tools. This particular instance represents the first time Netflix has incorporated generative AI for final, on-screen content in any of its produced TV shows or movies.
According to Sarandos, the adoption of AI is not merely a cost-cutting measure but a powerful tool to empower creators. He stated, “We remain convinced that AI represents an incredible opportunity to help creators make films and series better, not just cheaper. Real people doing real work with better tools.” He further emphasized the efficiency gains, noting that the AI-generated footage for ‘El Eternauta’ was produced approximately 10 times faster than it would have been through conventional visual effects workflows. “They were able to achieve an amazing result with remarkable speed,” Sarandos added.
The Netflix chief also indicated that the show’s budget would not have permitted the creation of such complex visuals using traditional methods, underscoring AI’s role in making ambitious creative visions more accessible. Beyond final footage, filmmakers are already leveraging AI for various stages of production, including previsualization, shot planning, and other visual effects like de-aging. Netflix also plans to expand its use of AI to continually improve subscriber experiences, such as personalized recommendations.
Industry experts view Netflix’s early adoption of AI in content creation as a natural progression for a company known for embracing new technologies, from streaming to algorithmic recommendations. Kate O’Neill, founder of KO Insights and former Netflix content manager, commented on the matter-of-fact way Sarandos announced the news, suggesting Netflix sees it as an evolutionary step rather than a revolutionary one. O’Neill anticipates that the rapid development of AI and economic pressures on streaming services could lead to widespread adoption of such tools within 18 to 24 months. However, she also highlighted the critical need for transparency regarding AI model training data and potential intellectual property concerns, as well as the broader impact on the industry’s workforce.
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‘El Eternauta’ has reportedly received positive reviews and has already been renewed for a second season, indicating the successful integration of AI into its production.
