Netflix is venturing into new territory by integrating generative AI into the production of its Argentine TV series, "The Eternaut". This move signifies a major step in the streaming giant's ongoing efforts to incorporate advanced technologies to streamline production and foster creativity.
Ted Sarandos, Netflix Co-CEO, has emphasized the potentially transformative role of AI in the film and television industry. He believes that AI presents a remarkable opportunity to enhance creative possibilities and bring ambitious narratives to life, all while optimizing costs. "The Eternaut" serves as a prime example of how AI can empower creators to achieve visually complex scenes that might otherwise be impossible due to budget limitations.
Specifically, the production team employed generative AI to create a scene depicting a building collapsing in Buenos Aires. Traditionally, such a high-stakes visual effect would demand significant resources and time. However, with the assistance of AI-powered visual effects (VFX) tools, the scene was completed approximately ten times faster than it would have been with conventional methods. Moreover, this was achieved at a reduced cost, without sacrificing visual quality or creative intent. Sarandos noted that the cost of the special effects without AI would not have been feasible for a show with that budget.
"The Eternaut," based on the renowned Argentine graphic novel by Héctor Germán Oesterheld and Francisco Solano López, tells the story of survivors navigating a dystopian Buenos Aires after a deadly snowfall. Given the narrative's scale and visual intensity, AI-powered effects allowed the creators to effectively capture the epic tone of the original work.
Netflix's strategic adoption of generative AI aligns with a broader trend in the entertainment industry, where studios are increasingly exploring advanced technologies to optimize production, elevate storytelling, and maintain a competitive edge. Other entertainment companies, including Lionsgate, AMC, and Audible, have also begun exploring generative AI for dubbing, pre-visualization, and animation. Startups like Runway and OpenAI are also pushing the limits of what AI can produce.
Despite the potential benefits, the integration of AI in creative industries remains a topic of debate. Concerns have been raised about the ethical implications of using AI, including the potential for creating content using existing works without consent and the risk of displacing human jobs. The use of AI was a significant point of contention during the 2023 Hollywood writers' strike, with the Writers Guild of America reaching an agreement that limited the role of AI in screenwriting. Similarly, the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) also held a strike to demand stronger safeguards against AI replacing actors and other creatives.
Sarandos has stated that Netflix's use of generative AI will not interfere with its commitment to "telling great stories". He emphasized that AI is a tool to assist creators and expand the possibilities of storytelling. Netflix has framed the decision as a creative boost for production teams, emphasizing that AI is being used to augment human capabilities rather than replace them.
The use of AI in "The Eternaut" highlights the potential for this technology to democratize filmmaking, allowing productions with smaller budgets to achieve high-quality visual effects. As AI technology continues to evolve, it is likely to play an increasingly significant role in the entertainment industry, offering new opportunities for creativity and innovation.
