Netflix leadership announced an unprecedented step in the television industry - using generative artificial intelligence to create visual effects in an original production series. Co-CEO Ted Sarandos emphasized the revolutionary moment during a financial report that revealed impressive economic results.
In this specific case, AI technology was applied in the Argentine sci-fi series "The Eternals", where generative artificial intelligence was used to visualize a building destruction scene. Sarandos pointed out that this approach allowed the creative team to complete the special effect ten times faster compared to traditional methods.
The company's financial data shows an extremely strong quarter with revenues of $11.08 billion, representing a 16% growth compared to the same period last year. The third season of the Korean thriller "Squid Game", which attracted 122 million viewers, made a significant contribution to this success.
However, the use of artificial intelligence remains an extremely sensitive topic in the entertainment industry. During the Hollywood strike in 2023, actor unions demanded stricter regulations on AI technology applications, fearing potential job losses.
Sarandos presented generative artificial intelligence as an "incredible opportunity to support creators" in film and series production. According to him, the technology can not only reduce costs but also improve the quality of visual effects for productions with more limited budgets.
The specific scene in "The Eternals" is the first instance where a generative AI result appears in the final frame of a Netflix original production. The series' creative team was extremely excited about the achieved result.
Industry analysts expect this step to mark the beginning of a new era in television and film production, where artificial intelligence will play an increasingly significant role. At the same time, serious discussions remain about the ethical dimensions and potential impact on creative professions.
Netflix demonstrates that it is ready to experiment with the latest technological achievements while maintaining a focus on content quality. The future of the entertainment industry will clearly be closely linked to the development of artificial intelligence.