Netflix Uses Generative AI in 'The Eternauts' to Cut Costs, Marks First Use in Original Series

Netflix has used visual effects created by generative artificial intelligence (AI) for the first time in one of its original TV shows, as the streaming giant turns to new technology to reduce production costs and speed up delivery. Co-chief executive Ted Sarandos revealed that a scene in The Eternauts, a new Argentine science fiction series, featured a building collapse sequence generated using AI tools. He said the technology helped complete the scene 10 times faster than traditional visual effects methods and at a much lower cost.

“The cost of it just wouldn't have been feasible for a show in that budget,” Sarandos said, calling it “the very first generative AI final footage to appear on screen in a Netflix original series or film.”

The Eternauts stars Argentine actor Ricardo Darín and is set in a snowy, post-apocalyptic Buenos Aires. The AI-generated collapse scene, Sarandos explained, was a significant breakthrough for smaller-budget productions aiming to achieve high-end visual effects. The announcement comes as Netflix reported a 16% jump in revenue to $11 billion (£8.25 billion) for the three months ending in June, compared to the same period last year. Profits rose from $2.1 billion to $3.1 billion, aided by the global success of Squid Game season 3, which has attracted 122 million views. However, the adoption of AI-generated content remains controversial. Critics argue that generative AI often repurposes material without creators’ consent and could eventually replace human workers in the entertainment industry.

AI was a central issue during the 2023 Hollywood strike, when the Screen Actors Guild–American Federation of Television and Radio Artists (SAG-AFTRA) called for stricter regulation of the technology. Earlier this year, film mogul Tyler Perry paused an $800 million expansion of his Atlanta studio, citing concerns over the potential impact of rapidly advancing AI video tools on industry jobs. Despite concerns, experts say AI is becoming an essential part of modern filmmaking. Davier Yoon, co-founder of Singapore-based animation studio CraveFX, said the move by Netflix was expected as more studios embrace AI-enhanced production.

“It feels like a matter of time. AI definitely opens the gate to allow smaller studios to achieve big-budget-looking visuals,” Yoon said. “Ultimately, it is the artist who decides what is in the final image, not AI.”

As AI tools like OpenAI’s Sora continue to generate high-quality footage from simple text prompts, the entertainment industry is watching closely — balancing technological innovation with creative integrity and job security.