Introduction
Netflix, a leading streaming platform, has started incorporating artificial intelligence (AI) into its productions. The company’s co-CEO, Ted Sarandos, revealed that AI was used to generate a visual effects shot in the original Argentine post-apocalyptic drama series, “The Eternauta.”
Background on Ted Sarandos and Netflix’s AI Initiatives
Ted Sarandos, co-CEO of Netflix, has been instrumental in driving the company’s technological advancements. In May of this year, Netflix announced its intention to use AI generative technology to “instantly integrate” ads into series. Now, the company is expanding its use of AI to content creation.
AI in “The Eternauta” Production
Sarandos explained that AI generative technology was employed to create a visual effects shot featuring the collapse of a building in Buenos Aires. He emphasized that the result was “amazing” and completed ten times faster than traditional methods, as the shot would not have been feasible within the series’ budget otherwise.
This marks “The Eternauta” as Netflix’s first original production to utilize AI generative technology, highlighting the potential of this technology in reducing costs for audiovisual content creation and visual effects.
Expanding AI Integration at Netflix
Netflix’s commitment to AI extends beyond visual effects, as the company is also developing an AI-powered search engine using OpenAI models to recommend programs and movies to users, as announced in April of this year.
Industry Context and Impact
The entertainment industry is closely watching the development of AI generative technology for film production, as it has already been used in notable titles like the Oscar-winning film “The Brutalist.” Netflix’s adoption of this technology underscores its growing reliance on AI to enhance and streamline production processes.
Key Questions and Answers
- What is AI generative technology? AI generative technology uses algorithms to create new content, such as visual effects or even entire scenes, based on input data and learned patterns.
- Why is Netflix using AI in its productions? Netflix aims to reduce costs, increase efficiency, and enhance the quality of its visual effects through AI generative technology.
- What specific use of AI was mentioned in “The Eternauta”? AI was used to generate a visual effects shot depicting the collapse of a building in Buenos Aires.
- What other AI initiatives is Netflix working on? Besides using AI in productions, Netflix is developing an AI-powered search engine to recommend content to users.
