Netflix uses AI, and this time, they’re not hiding it. In a move that’s turning heads across the film and TV industry, the global streaming platform confirmed during its latest earnings call that it utilized generative AI to craft the visual effects for The Eternaut, an ambitious Argentine post apocalyptic series.
This decision marks a turning point for the entertainment sector, especially at a time when creative unions continue to raise ethical concerns about the unchecked use of artificial intelligence in storytelling and production processes.
The Eternaut: An AI Enhanced Post Apocalyptic Vision
The Eternaut is a dark, thought-provoking adaptation of the iconic 1957 Argentine graphic novel by Héctor Germán Oesterheld and Francisco Solano López. The story revolves around a deadly snowfall that wipes out most of Buenos Aires, and a small group of survivors trying to navigate the desolate city.
For a show that leans heavily on atmosphere, mood, and environment, visual effects are not just an accessory they’re central to the narrative. According to Netflix, the decision to integrate AI-generated VFX was not about replacing artists but enhancing the show’s scale, speed of production, and post production flexibility.
Industry Divided Over AI in Visual Effects
The revelation that Netflix uses AI in production sparked immediate reactions. Dr. Elisa Morgan, a media technologies professor at NYU, stated, “The use of AI in post production is not inherently negative. It can amplify creativity when used responsibly. But transparency and collaboration with human artists are crucial.”
On the other hand, VFX artist Diego Arana, who has worked on several Latin American productions, expressed concern, “If major studios begin normalizing AI for visual effects, many entry level VFX jobs may disappear. It’s not just about efficiency it’s about livelihoods.”
Netflix attempted to temper the backlash by clarifying that human artists still play a core role in storytelling. The AI generated elements were primarily used to visualize expansive backdrops, crowd simulations, and subtle environmental changes areas where traditional VFX can be both time consuming and costly.
The Eternaut’s Post Apocalyptic Cityscape
In The Eternaut, the crumbling urban environment of Buenos Aires is as much a character as any of the leads. To bring this haunting cityscape to life, Netflix collaborated with local production teams and AI developers.
In one scene, a sweeping drone shot of a deserted downtown was enhanced using generative AI to simulate weathered infrastructure, fog, and destroyed buildings. According to Netflix’s internal VFX lead, “We used AI to add decay, simulate falling ash, and shift lighting dynamically all while preserving the tone set by the human director.”
This process reduced render time by 40% and allowed for greater creative iterations. The use of AI here illustrates the tool’s potential not just for cost cutting, but for enabling visionaries to see their stories realized more fully.
Human Touch vs. Machine Efficiency
One of the biggest fears surrounding AI in film is the potential loss of human nuance. Films and series resonate with audiences not just because of their visuals, but because of the human emotion they evoke.
Mariana Vega, a senior screenwriter from Mexico City, emphasized, “Storytelling isn’t just about how something looks it’s about what it makes us feel. AI can imitate beauty, but it can’t understand sorrow, triumph, or hope the way a person can.”
However! when Netflix uses AI to assist rather than lead, it presents an opportunity. By reducing the mechanical workload, creatives can spend more time refining emotional cues, lighting for mood, or character interactions.
What This Means for the Industry
This isn’t the first time Netflix uses AI in its content workflow. The company has previously employed AI for recommendation engines, dubbing optimization, and even script evaluation. But The Eternaut represents a shift toward more visible, creative roles for AI.
Here are three key implications:
1. Cost and Time Efficiency: For high-concept series like The Eternaut, AI offers tangible savings. With studios facing budget pressures, expect AI enhanced VFX to become standard.
2. Global Collaboration: AI tools allow studios in one country to co-produce with teams abroad with less friction. This could lead to a renaissance in international storytelling.
3. Creative Controversy: As seen with the Hollywood writers’ strike, unions are skeptical of AI’s long term role. This move may inflame tensions unless transparent ethical guidelines are implemented.
Symbiosis or Substitution?
While Netflix maintains that AI is just a tool, not a replacement, the line between collaboration and substitution is growing thin. What’s clear is that Netflix uses AI in increasingly sophisticated ways, and its influence will ripple across the industry.
For now, creators and consumers alike are watching closely. Will this be a golden age of hybrid creativity or the beginning of human artists being sidelined?
A Cautious Leap Into the Future
Netflix’s use of AI in The Eternaut symbolizes both innovation and tension. On one hand, it showcases how generative AI can expand creative possibilities and improve production agility. On the other, it underscores the urgent need for policies that protect creative jobs and ensure AI doesn’t strip away the heart of storytelling.
In the end, the success of this technological shift will depend not on the algorithms, but on how well humans continue to tell stories with or without AI by their side.
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