In a move that is quietly reshaping the entertainment industry, Netflix has confirmed its use of generative AI in producing visual effects for one of its original shows. During its recent earnings call, the streaming giant revealed that AI technology was utilized to create a key VFX sequence in The Eternaut — a sci-fi drama from Argentina that premiered in April 2025.
Co-CEO Ted Sarandos explained that a dramatic scene involving a building collapsing in Buenos Aires was brought to life not by traditional VFX teams, but through generative AI tools. “They were able to achieve an amazing result with remarkable speed,” he shared. Remarkable might be an understatement — the shot was reportedly completed ten times faster than it would have taken using standard VFX workflows. More importantly, Sarandos noted, the scene would have been financially unfeasible without AI, hinting at the technology’s potential to cut production costs.
The moment marks a significant milestone: The Eternaut now carries the distinction of being the first Netflix original to include fully realized generative AI footage on-screen. But this isn’t just about one show — it’s a preview of what could become standard practice for Netflix productions going forward.
This shift is not without controversy. The use of generative AI in entertainment has been met with widespread criticism from creatives. Last year’s Oscar-nominated film The Brutalist faced backlash over its AI usage, and the broader industry continues to grapple with unresolved questions about copyright, labor rights, and ethical transparency. Labor unions, like SAG-AFTRA, have been vocal in demanding AI protections in contracts — proof that the battle over creative control is far from over.
Meanwhile, Netflix is reportedly expanding its AI strategy beyond production. The company is testing AI-generated ads for its ad-supported tier and is experimenting with a new OpenAI-powered search feature. These developments point to a broader plan: normalize AI across every layer of its platform.
As Netflix pushes ahead, it walks a fine line — championing innovation while risking alienation from the very artists that bring its stories to life. Whether audiences embrace or resist this AI-enhanced future remains to be seen.
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