Netflix confirms GenAI use to cut VFX costs

Netflix co-CEO Ted Sarandos has confirmed that its The Eternaut series used generative AI instead of traditional VFX to cut costs.

The Argentinian sci-fi series used the technology to visualise a falling building in Buenos Aires, which it claims was both cheaper and ten times faster than traditional VFX.

Sarandos said in a call with analysts: “We remain convinced that AI represents an incredible opportunity to help creators make films and series better, not just cheaper.”

He continued: “Using AI-powered tools, they were able to achieve an amazing result with remarkable speed and, in fact, that VFX sequence was completed 10 times faster than it could have been completed with traditional VFX tools and workflows. 

“The cost of [the special effects without AI] just wouldn’t have been feasible for a show in that budget.”

Sarandos also explained that he sees AI as another tool, rather than a replacement: “This is real people doing real work with better tools. Our creators are already seeing the benefits in production through pre-visualisation and shot planning work, and certainly visual effects. I think these tools are helping creators expand the possibilities of storytelling on screen, and that is endlessly exciting.”

Generative has been openly used in adverts recently, such as by water brand Liquid Death and through Channel 4’s Generative AI Solution. However, very few in TV and film have openly used the technology, with many fears in the industry over whether it will take jobs.