In a quiet revelation during Netflix's recent earnings call, co-CEO Ted Sarandos disclosed a significant industry milestone: generative AI tools were used to create footage in the original series The Eternaut. Specifically, AI generated two brief shots depicting a building collapse in episode 6, marking the first known instance of AI-generated content in a Netflix original production.

"This is real people doing real work with better tools," Sarandos emphasized, framing the technology as "an incredible opportunity" to enhance creativity while reducing costs and timelines. He stated the AI-powered VFX sequence was completed "10 times faster than it could have been completed with traditional VFX tools and workflow," making the scene feasible within the project's budget constraints where conventional methods might have been prohibitively expensive.

The subtlety of the AI's integration is striking. The shots—each barely a second long—were seamlessly intercut with practical footage. Sarandos confirmed most viewers (and critics) didn't detect the AI-generated elements during normal playback, a testament to the technology's advancing photorealism. Only upon frame-by-frame scrutiny might minor anomalies become apparent.

Beyond Efficiency: The Transparency Dilemma

While AI-assisted tools for pre-visualization, rotoscoping, or denoising are commonplace in VFX pipelines, Netflix's use of AI for final rendered content represents a notable shift. The controversy lies less in the tool's use and more in its delayed disclosure:

  1. The Speed vs. Secrecy Trade-off: The 10x acceleration highlights AI's potential to democratize high-end effects for smaller productions. Yet, the months-later revelation raises questions about whether audiences deserve real-time transparency about synthetic media.
  2. Creative Labor Implications: Sarandos stressed "real people" were involved, positioning AI as a tool rather than a replacement. However, the industry grapples with defining where tool-assisted creation ends and AI-generated content begins, especially as tools grow more autonomous.
  3. Netflix's Broader AI Strategy: This isn't Netflix's only AI initiative. Recent months saw the launch of an AI-powered conversational search feature and generative AI for ad creation, signaling a company-wide embrace of the technology.

The Unavoidable Horizon

Netflix's quiet AI debut underscores a pivotal moment for streaming and creative industries. Generative AI is no longer confined to experiments or background tasks; it's producing broadcast-ready content indistinguishable to the casual viewer. The challenge ahead lies in balancing the undeniable efficiency gains with ethical frameworks for disclosure and the protection of artistic integrity. As AI's role shifts from assistant to creator, the industry must navigate transparency without stifling innovation—a complex script still being written.

Source: ZDNet: Netflix just revealed AI-generated footage in a popular show