Netflix, a pioneer of innovation, is now integrating generative artificial intelligence into its productions. This advancement, illustrated by the series *El Eternauta*, is transforming the audiovisual landscape with cutting-edge special effects. A significant cost reduction is emerging, making ambitious projects more accessible. VFX artists are collaborating with AI, creating visual sequences at lightning speed. Netflix is thus revolutionizing the creative process while raising questions about the future of jobs in the industry. The use of this technology presents an unparalleled opportunity to broaden narrative and aesthetic horizons.
Netflix and the integration of artificial intelligence
Netflix has taken a decisive step by integrating generative artificial intelligence into the production of its Argentine series, El Eternauta. This initiative marks a first for the streaming platform, which aims to reduce costs while improving the quality of productions.
The advantages of AI tools
Ted Sarandos, co-CEO of Netflix, emphasized that this innovation aims to make the work of creators easier. According to him, the use of intelligent tools allows for impressive results to be achieved in a significantly shorter time. This is particularly evident in the creation of a sequence where a building collapses in Buenos Aires, completed 10 times faster than by traditional VFX methods.
Economic and technical impacts
This technological advancement also has a significant financial impact, allowing Netflix to fund the series at a cost substantially lower than normally required for high-budget productions. Sarandos noted that the costs associated with special effects without AI would not have been viable. The resources mobilized by the platform enable it to explore bolder narratives while ensuring production efficiency.
Reactions within the industry
The proliferation of artificial intelligence in the entertainment sector nonetheless raises concerns. The worries primarily focus on the possibility of job reductions, particularly in production and special effects. This year, the strikes by actors and writers in Hollywood have been partly motivated by fears that AI will replace human workers rather than assist them. These concerns form a critical debate on the balance between technological innovation and job protection.
Future prospects
Despite these concerns, Sarandos remains convinced that AI represents a unprecedented opportunity for creators. He attests to the benefits already observed in areas such as pre-visualization, shot planning, and visual effects. Thus, these tools expand the realm of possibilities for screen storytelling.
Financial results and growth
Following the integration of AI and other strategies, Netflix announced a revenue of 11 billion dollars for the quarter ending in June, reflecting a 16% increase compared to the previous year. This success is attributed to the popularity of the latest season of Squid Game and a rate increase. The company also hopes that its foray into advertising, which is rapidly growing, will contribute to its future growth.
Mike Proulx, vice president of research at Forrester, noted that this exceptional performance results from a combination of quality content, price increases, and advertising dynamism.
Frequently asked questions about Netflix’s integration of generative artificial intelligence
What is generative artificial intelligence?
Generative artificial intelligence is a technology capable of autonomously creating content, such as images, videos, or scripts, using machine learning algorithms.
Why did Netflix decide to use generative artificial intelligence for the first time?
Netflix sees artificial intelligence as an opportunity to produce films and series at a reduced cost while improving content quality. It also allows for accelerated production processes.
What is the name of the Netflix series that uses this technology?
The series that integrates generative artificial intelligence is called “El Eternauta,” an Argentine science fiction tale centered on survivors of a devastating toxic storm.
How has artificial intelligence been used in “El Eternauta”?
Visual effects (VFX) artists have used AI-powered tools to create scene sequences, such as the collapse of a building in Buenos Aires, much faster than traditional tools.
What are the advantages of using AI in series production?
The use of AI allows for superior quality visual results at a lower cost and speeds up production time, which increases cinematic storytelling possibilities.
Are there concerns about the use of AI in the entertainment industry?
Yes, there are concerns about potential job losses in production and special effects, particularly after strikes in Hollywood over the use of new technologies.
How are content creators reacting to the integration of AI?
Creators largely welcome AI tools, stating that they enable them to enhance their work through better visual planning and optimized special effects.
What is the impact of using AI on the production budget of a series?
By using AI, Netflix manages to produce series at a significantly lower cost, making large-scale productions more affordable.
What has been Netflix’s financial performance after the integration of AI in “El Eternauta”?
After the announcement of AI integration, Netflix recorded a revenue of 11 billion dollars for the second quarter, reflecting a 16% increase compared to the previous year.
