Netflix Introduces Generative AI in Original Productions, Sparking Industry Concerns
Netflix's integration of generative AI in original content raises both innovation potential and industry concern.
Key Points
- • Netflix uses generative AI for visuals in 'The Eternaut' series.
- • AI produced a pivotal building collapse scene faster and cheaper than traditional methods.
- • Industry unions express concerns over job security and legal issues with AI use.
- • Netflix plans to further integrate AI in search engines and advertising.
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Netflix has begun to incorporate generative artificial intelligence (AI) into its original content productions, heralding a transformative shift in the entertainment industry. During a recent financial conference, co-CEO Ted Sarandos revealed that the platform utilized AI-generated visual effects for its upcoming Argentine series "The Eternaut," set to premiere in April 2025. A key sequence depicting the collapse of a building in Buenos Aires was created using AI algorithms, which produced realistic images significantly faster than conventional methods — completing the task ten times quicker. This innovation was partly driven by budget constraints, with Sarandos confirming that such a sequence could not have been developed within the allocated resources without AI involvement.
The move towards AI in production has raised alarms across the entertainment sector. Unions and industry workers have voiced concerns that the integration of AI poses a direct threat to job security. Last year’s SAG-AFTRA strike among video game actors highlighted the urgent need for establishing legal frameworks that guide the use of generative AI in the industry. Additionally, many have pointed to unresolved legal issues regarding the use of copyrighted materials to train these AI systems, leading to fears about artistic integrity and proper compensation for creators.
As Netflix embarks on this new technological journey, plans are underway to expand the use of AI beyond visual effects. Reports suggest the company is testing a new search engine grounded in OpenAI models and looking to harness AI for targeting advertisements to customers, particularly focusing on its ad-supported tier. The growing adoption of AI in original content creation poses a vital question: Will it bridge gaps between traditional creators and tech-savvy platforms, or exacerbate tensions as the industry grapples with the implications of artificial intelligence?