During its latest earnings call, Netflix revealed that it used generative AI technology to create a visual effects (VFX) sequence in The Eternaut, a Netflix Original series from Argentina that premiered in April 2025. This marks a significant milestone for the streaming giant, as it’s the first time generative AI-generated footage has been featured in a final cut of a Netflix original film or series.
Co-CEO Ted Sarandos explained that the AI was employed to produce a complex shot depicting a building collapsing in Buenos Aires—a scene that would have been prohibitively expensive and time-consuming to create using traditional VFX methods. Instead of outsourcing the task to a visual effects studio, Netflix opted to use AI-powered tools to generate the sequence.
“Using AI-powered tools, they were able to achieve an amazing result with remarkable speed,” Sarandos said. “In fact, that VFX sequence was completed 10 times faster than it could have been with traditional VFX tools and workflows.”
Sarandos, who had some involvement in the show’s budgeting, emphasized that the scene would have been financially unfeasible without AI. The decision to use generative AI was not just about innovation—it was also a cost-saving measure, and a glimpse into how Netflix may approach production challenges in the future.
However, the move has stirred controversy. The entertainment industry has been grappling with the implications of AI in creative work, with many professionals expressing concern over job displacement and ethical issues. Recent labor strikes, including the SAG-AFTRA video game strike, have centered on demands for stronger protections against the use of AI in production. The 2024 Oscar-nominated film The Brutalist also faced backlash for incorporating AI tools during its creation.
Adding to the debate is the unresolved legal question of whether generative AI models have been trained on copyrighted material without permission—an issue that continues to raise alarms among artists and rights holders.
Netflix’s use of AI isn’t limited to content creation. The company is also exploring AI-generated advertising for its ad-supported subscription tier and is reportedly testing a new AI-powered search feature using OpenAI models. While these developments align with Netflix’s broader investment in AI, they also contribute to the normalization of a technology that many creatives remain deeply skeptical of.
As The Eternaut becomes a test case for AI in mainstream entertainment, it underscores the growing tension between technological advancement and the preservation of human artistry in film and television.
