On Thursday, Netflix announced that it utilized generative artificial intelligence(AI) to create visual effects that debuted on screen in one of its original series, using a technology that has caused quite a bit of concern in Hollywood.
Co-CEO Ted Sarandos praised AI as “a fantastic chance to assist creators in producing films and series that are not only better but also more affordable”.
Sarandos pointed out the Argentine sci-fi series “El Eternauta (The Eternaut)” as an example, where the creators aimed to depict a building falling down in Buenos Aires. This visual effect was way too expensive for the project’s budget. To pull off this intense scene, the creative team teamed up with Eyeline Studios, a production innovation group at Netflix, using AI to help them out.
“That VFX sequence was finished 10 times quicker than it would have been using traditional VFX tools and methods”, Sarandos mentioned during the company’s second quarter investor call.
Plus, the cost would have been totally unmanageable for a show with that budget. This sequence marks the first instance of GenAI final footage being showcased in a Netflix original series or film.
Co-CEO Greg Peters mentioned that,”Netflix might explore different ways to utilize generative AI to enhance the user experience, such as allowing viewers to use voice commands to search for something to watch”.
Peters pointed out that advertising is another area where generative AI can shine, as brands and marketers look to produce engaging content.
“We believe these generative methods can gradually lower that barrier over time, allowing us to implement them in more and more areas”, Peters added.
AI has become a hot topic in Hollywood following the labor unrest of 2023, which led to new regulations regarding the use of this technology. The primary worry is that AI might take over jobs that humans currently do.
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