Netflix uses AI in one of its shows for first time
(MENAFN) Netflix has used generative artificial intelligence (AI) to create visual effects in one of its original TV shows for the first time, marking a shift in how the streaming giant approaches production.
Co-CEO Ted Sarandos revealed that the AI-generated effects were used in the Argentine sci-fi series The Eternaut, specifically in a scene showing a building collapse. He explained that the technology allowed the team to finish the sequence much faster and more cheaply than with traditional methods—reducing the time by a factor of ten.
While the move highlights the growing role of AI in media production, it also adds to ongoing controversy within the entertainment industry. Critics argue that generative AI often relies on pre-existing content without creators’ consent, raising ethical concerns and fears over potential job losses.
Sarandos defended the decision by saying AI tools could empower productions with smaller budgets to access high-quality visual effects that would otherwise be out of reach.
The announcement came as Netflix reported strong financial results, with a 16% jump in revenue to $11 billion and profits rising from $2.1 billion to $3.1 billion in the second quarter of 2025. The success of the final season of Squid Game, which has drawn 122 million views so far, was cited as a major factor behind the boost.
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