Netflix has confirmed it used generative artificial intelligence (GenAI) to produce visual effects in one of its original Argentine TV series, marking a significant shift in the entertainment industry’s use of emerging technologies. The streaming giant revealed the news on Thursday, adding that it views GenAI not only as a cost-saving tool but also as a means to enhance creative production.
The specific series, which Netflix has not yet named, featured visual effects generated by AI that appeared on screen for the first time highlighting a real-world application of the technology that has stirred both excitement and concern in Hollywood.
Co-CEO Greg Peters shared that Netflix is exploring further ways to leverage GenAI to improve user experience, including voice-activated searches. “Imagine simply speaking to your screen to find the perfect show or movie it’s one of the many ways AI can make entertainment more accessible and personalized,” Peters said.
Meanwhile, Co-CEO Ted Sarandos called GenAI “an incredible opportunity to help creators make films and series better, not just cheaper.” His remarks underscore Netflix’s broader vision of AI as a creative collaborator rather than a replacement for human talent.
The announcement comes amid an ongoing debate in the film industry about the use of AI, particularly regarding job security for artists, writers, and visual effects professionals. Hollywood unions have expressed concern that GenAI could replace human labor or diminish the value of artistic contributions. However, Netflix’s positioning suggests a more integrated approach using AI to assist rather than substitute human creativity.
Industry analysts say Netflix’s use of GenAI could influence how other production companies incorporate the technology. If the Argentine series proves successful and audiences respond positively to the AI-enhanced effects, it could signal a growing acceptance of AI as a creative tool in global filmmaking.
As the entertainment landscape continues to evolve, Netflix appears poised to lead the conversation on how generative AI can be used responsibly and innovatively balancing technology’s potential with the irreplaceable role of human imagination.
