​Netflix’s use of AI doesn’t mean the robots have won

Netflix has made headlines recently by using AI tools to generate VFX in the production of its sci-fi show El Eternauta (The Eternauts, pictured above). This is the first time the technology has been used in the production of one of its shows. There’s been heavy backlash, especially from the visual effects industry where the reaction has been understandably critical. 

Netflix’s obvious motivation for using more AI in production is financial.

Scenes previously requiring tens or hundreds of thousands of dollars can now be produced at a fraction of the cost using skilled operators and advanced video generation models.

But many artists fear their work will be scrapped and reused without permission or payment. They also fear more industry AI use risks watering down creativity for their entire sector. And for an industry where creativity is at its heart that’s got to sting. 

And the backlash isn’t just professional either. Many consumers feel the same way too. Even my 13-year-old daughter, who’s told me about the negative response to AI-generated content on TikTok, which is often met with eye-rolls by her peers. 

However, it’s important to remember that VFX artists were once seen as the bad guys out to destroy practical effects. Then things shifted, and VFX artists were embraced as part of the industry. Now, AI has transformed into the villain, and people are becoming nostalgic for hand-crafted CGI.

It’s a familiar cycle, where every time a new tool arrives in the creative industries, there’s a period of panic. Instead, this feels like a familiar adjustment period following technological innovation. 

Yes, the tech is impressive and usually a lot cheaper than traditional methods. But there’s a clear difference between using it in impactful and creative ways, and using it to cut corners.

Netflix’s AI use is an example of a bigger trend where organisations are shifting from AI experimentation to actual use in production. Now it’s time to figure out where AI adds genuine value, not only in television production but across all industries. 

In the media sector, AI might help with onerous production tasks. But it can’t replace the strong creative vision or emotional storytelling forged by decades of industry experience. 

It’s the same for industries like travel. AI can build a personal itinerary in seconds, but it’s the human element that makes a trip stand out. Even in traditionally tech heavy industries like financial services, AI can smooth out the customer experience and daily admin - but human empathy and spark will be what wins deals. 

As with past disruptions, the creative industry will likely adapt and continue thriving, with talented humans driving ideas, executing with taste, and combining mediums into compelling work. 

Hopefully this means we’ll also start to see AI tools used in meaningful ways to create unforgettable content that is enjoyed by audiences everywhere.

Mark Rodseth is chief technology officer at MMT