- Netflix’s Co-Ceo Ted Sarandos announced the use of generative AI in an original production for the first time
- Medautan Argentine sci-fi show, used generative artificial intelligence to create VFX of a building that collapses
- The company says it’s “excited with the results”
Netflix used AI-generated visual effects for the first time in a TV show or movie this year, and Co-Ceo Ted Sarandos is pretty pleased with the result.
In a talk with investors Thursday (July 18), Sarando’s Argentine sci-fi show revealed, Medautis the first Netflix production that uses AI to generate a VFX (Visual Effects) sequence.
He said, “The creators were excited about the result. We were excited about the result,” he said. “And more importantly, the audience was excited about the result. So I think these tools help creators to expand the possibilities of storytelling on screen, and it’s infinitely exciting.”
The scene on the question shows a building collapse in Buenos Aires after coming into contact with toxic snowfall, and according to Sarandos, in view of the show’s budget, the extent of the effects needed to pull the scene would not have been possible without the use of AI.
In fact, Sarandos even confirmed that the use of AI was not only a cost -saving but also incredibly effective. “This VFX sequence was completed 10 times faster than it could have been completed with visual, traditional VFX tools and workflows,” he said.
Given how happy Netflix’s Head Honcho and the creators at the back Medaut Is with the results, the Argentine-made TV series could be a pioneer in AI-generated Netflix effects, which opens up opportunities for other productions to follow.
Just the beginning
Hollywood’s disdain for AI couldn’t be more clear. After all, the technology was a huge point of contention in the Hollywood actors and writers’ strikes that plagued the entertainment industry in 2023.
Now, two years later, we are starting to see AI finding the feet of the world of TV and film production, and despite the negative connotations of the word, it could end up being a good thing for creators working on a smaller budget.
Sarandos said, “These are real people who do real work with better tools. Our creators already see the benefits of production through pre-visualization and shooting planning, and certainly visual effects. I think these tools help the creators expand the possibilities of storytelling on the screen, and it is infinitely exciting.”
Netflix reported a successful quarter with over $ 11 billion in revenue, which is almost 20% up compared to the previous year. I may be skeptical, but I would expect this trial of using AI to generate scenes could spawn in a larger beast if the profit margins are high enough to ride out of any setback.
Using AI, monitored by the creators of a show for a scene, is one thing, but at what time is it crossing the line? And when that happens, will companies like Netflix scale back or go full steam in front, implement AI in all the best TV shows and movies?
