Netflix’s AI VFX Debut in ‘The Eternaut’ Ignites Hollywood Efficiency Debate

The toxic snowfall in Netflix’s hit Argentine sci-fi series “The Eternaut” killed millions on-screen, but behind the scenes, a different disruption is unfolding: generative AI’s controversial entry into mainstream scripted television. For the first time, Netflix has publicly confirmed using AI-powered tools to create visual effects in an original series—specifically a building collapse sequence—claiming it slashed production time by 90%. This milestone, revealed by co-CEO Ted Sarandos during a July 2024 earnings call, intensifies Hollywood’s raging debate over AI’s role in creative industries.

Netflix’s AI Efficiency Breakthrough

According to Sarandos, the AI-assisted VFX sequence in “The Eternaut” was completed “ten times faster than traditional methods.” The apocalyptic series—a top performer since its April 2024 debut—required over 2,000 visual effects shots to depict a Buenos Aires ravaged by deadly snowfall. Netflix asserts that AI levels the playing field: “It used to be that only big-budget projects would access advanced VFX like de-aging,” Sarandos noted. While Netflix hasn’t disclosed the specific AI software used, industry analysts speculate tools like Runway ML or Adobe Firefly were involved. The streamer recently partnered with AI startup Runway for broader “content production” applications, Bloomberg reported in June 2024.

The Creative and Labor Backlash

Netflix’s embrace of Netflix AI tools faces fierce opposition from creatives. SAG-AFTRA and WGA unions spent 2023 striking for AI protections, fearing job displacement. “Many artists see this as existential,” says VFX supervisor Marco Iozzi (BBC interview, May 2024). Previous Netflix AI experiments sparked outcry, including AI-altered images in True Crime Daily and synthetic voices in a documentary. Critics also cite artistic risks—films like The Brutalist faced backlash for “soulless” AI visuals. “Efficiency can’t override storytelling integrity,” argues Argentine director Lucrecia Martel in Clarín.

Streaming’s AI Arms Race

Netflix isn’t alone. Amazon uses AI for recaps and “AI-aided” dubbing, while Disney explores generative tools for storyboarding. Sarandos positions Netflix AI as empowering creators through “pre-visualization and shot planning.” Yet ethical questions persist. The European Guild of VFX Artists warns AI could “deprofessionalize” effects work, citing a 2023 survey where 68% of artists feared reduced opportunities. Netflix counters that AI handles “repetitive tasks,” freeing artists for complex work—a claim disputed in Vulture’s exposé on VFX studio burnout.

As streaming giants accelerate AI adoption, “The Eternaut” exemplifies a pivotal tension: Can artificial intelligence truly enhance storytelling without sacrificing human artistry or livelihoods? Industry workers and audiences must demand transparent AI guidelines—before synthetic creativity becomes the new normal.

Must Know

Q: Which Netflix show first used generative AI for VFX?
A: Netflix confirmed AI was used in its 2024 sci-fi series “The Eternaut” (originally released in April) to create a building collapse sequence, marking its first AI integration in scripted content.

Q: Why are Hollywood unions concerned about Netflix AI?
A: SAG-AFTRA and WGA strikes secured limited AI protections, but workers fear studios could replace roles in animation, voice acting, and VFX with cheaper AI alternatives, risking widespread job losses.

Q: Did Netflix use AI in other productions?
A: Yes. In 2023, it used AI-manipulated images in the documentary True Crime Daily: The Vanishing at Cecil Hotel and recreated a murder victim’s voice via AI in What Jennifer Did.

Q: How does Netflix justify AI adoption?
A: Executives like Ted Sarandos claim AI tools speed up production, reduce costs for complex effects (like de-aging), and help creators visualize scenes faster during pre-production.

Q: What are the artistic risks of AI in filmmaking?
A: Critics argue AI-generated visuals often lack nuance, produce uncanny or generic results (seen in films like The Brutalist), and may homogenize creative expression if overused.

Q: Are other streamers using AI like Netflix?
A: Amazon uses AI for show recaps and dubbing. Disney, Paramount, and Sony are all investing in generative AI for tasks ranging from script analysis to background generation.