Netflix Uses Generative AI for the First Time

Big moment in entertainment tech: Netflix has officially used generative AI to produce final footage in one of its original series for the first time.

The scene appears in The Eternaut, an Argentinian sci-fi show, where a building collapses in Buenos Aires during a toxic snowfall. Instead of traditional VFX, Netflix’s team used AI tools to generate the sequence—completing it 10 times faster and at a fraction of the cost. Co-CEO Ted Sarandos said the creators were “thrilled with the result,” and emphasized that AI is helping make films “better, not just cheaper”.

"That sequence actually is the very first [generative] AI final footage to appear on screen in a Netflix original series or film. So the creators were thrilled with the result," Sarandos said during the company’s second-quarter earnings call.

The Eternaut is officially a Netflix Original. It’s an Argentinian sci-fi series produced by Netflix in collaboration with K&S Films, and it premiered globally on the platform in April 2025.

What makes it especially notable is that it’s the first Netflix Original to feature generative AI in its final footage—used to create a dramatic building collapse scene in Buenos Aires. That sequence was completed 10 times faster than traditional VFX methods, marking a major shift in how Netflix approaches visual production.

Netflix Originals are films, series, documentaries, and specials that are either produced, co-produced, or exclusively distributed by Netflix. They’re branded as “Netflix Originals” even if Netflix didn’t create them from scratch—sometimes the company picks up shows from other networks or international studios and gives them global exposure.

Beyond visuals, Netflix is exploring AI for natural language search and Ad personalization.

Imagine saying “Show me a dark psychological thriller from the ’80s” and getting spot-on recommendations. For Ad personalization, generative AI

could help brands create tailored, cost-effective content.

However, this AI leap isn’t without controversy. The entertainment industry is still grappling with ethical concerns around AI’s impact on jobs and creative ownership—especially after the 2023 Hollywood strikes.

To recall, this year in April, Kannada film director Narasimha Murthy made waves by creating Love You, which is claimed to be the world's first Al-generated feature film.

Filmmakers exploring next-gen tools often ask how generative AI stacks up against traditional CGI. While both “make images with computers,” their pipelines, controls, costs, and creative roles diverge significantly.

CGI (Computer-Generated Imagery), begins with concept art –› 3D modeling –› texturing –› rigging –› lighting –› rendering –› compositing. Each stage demands specialized artists and software (Maya, Houdini, Nuke).

VFX is artist-driven, precision-crafted. Every frame is manually built using tools like Maya, Houdini, or Nuke. It is time-intensive and expensive. Requires large teams and hardware.

While Generative AI, on the other hand, starts with a text or image prompt. It leverages pretrained models (Stable Diffusion, Midjourney, DALL·E) to synthesize visuals in seconds. Gen AI Requires prompt engineering more than manual sculpting.