Overview

• Netflix integrated generative AI to create the Buenos Aires building collapse sequence in The Eternaut, marking its first AI-generated footage in a Netflix original final cut.
• In-house AI tools from Netflix’s production engineering team and Scanline VFX completed the scene ten times faster than traditional workflows and at significantly lower cost.
• The company plans to embed generative AI in future series and is piloting an AI-powered search engine in Australia and New Zealand using OpenAI models.
• Netflix rolled out generative-AI advertising in May and is developing AI-driven ad features for its ad-supported tier.
• Industry groups and regulatory bodies have raised concerns over job displacement and creative control, and Netflix warned in its SEC filing that competitors could gain an edge through advanced AI tools.