Streaming service Netflix announced the use of generative artificial intelligence to create visual effects in its own original Argentine series The Eternaut, which was released in April 2025. This is reported by Engadget.
According to the company's co-chairman Ted Sarandos, AI allowed the realization of a scene of the destruction of a building in Buenos Aires, which was generated without the involvement of an effects studio, significantly reducing time and costs.
Sarandos emphasized that AI has made it possible to create visual content about ten times faster than traditional methods, and within a limited budget. He called these shots the first final scenes created by generative AI for its own content.
In addition to cinema, the company is experimenting with AI in advertising: according to reports, ads for ad-supported plans and a search function based on OpenAI models are already being developed.
Such technologies can reduce costs and speed up the production of video content, but this is causing concern in the industry due to fears of copyright infringement when training AI, as well as the impact on jobs.