Netflix Develops Sci-Fi The Eternaut with AI: Cheaper and 10 Times Faster
The use of AI technology in the making of The Eternaut series
Netflix has introduced the use of artificial intelligence (AI) technology in making their latest series, The Eternaut. Although not completely relying on AI, this technology is used for some special scenes. One of them is the scene of a destroyed building, which is an example of how AI can improve production efficiency.
Netflix co-CEO, Ted Sarandos, explained that the use of AI in making the scene allows the production process to run 10 times faster than the conventional visual effect method (VFX). In addition, production costs are also much lower. According to him, this technology is not a tool to replace artists or creators, but provides new tools so that creators can realize a creative vision that was previously limited by budget or time.
“It’s not about replacing artists or creators, but providing new tools so that they can realize a creative vision that was previously limited by budget or time,” said Sarandos during a post-releasing financial report.
AI as a creative tool
Netflix calls AI technology a creative tool, not a threat to art workers. According to Sarandos, this technology helps internal production teams and creators to pre-visualize such as planning to take pictures to create sophisticated visual effects that previously only accessible to large-budget projects, such as de-aging techniques, aka actors’ facial rejuvenation techniques.
The decision to use AI was thought of for less than two years since Hollywood was rocked by the great strike of writers and actors in 2023. One of the union demands of writers and actors is the protection of the use of AI in creative work. At that time, they opposed the use of AI to replace human work or replicate the faces and voices of actors without consent.
But now, Netflix implements collaboration between humans and technology. Co-CEO Greg Peters stated that in addition to content production, Netflix utilizes generative AI in personalizing recommendations, searches, and interactive ad development to be launched in the second half of 2025.
Netflix’s Exciting Financial Performance
On the business side, Netflix recorded a 16% increase in revenue on an annual basis, aka year on year (yoy) to US$11.08 billion. Net profit reached US$3.13 billion. During the first six months of the year, users watched more than 95 billion hours of content, with a third coming from non-English titles.
The use of AI in the entertainment industry is increasing, and Netflix is one of the most active companies in implementing it. This technology not only helps in content production, but also in the development of services that are more personal and efficient for users.
With innovations like this, Netflix continues to demonstrate its commitment to delivering a better viewing experience, while utilizing technology to improve production efficiency and quality. Thus, AI is no longer considered a threat, but as an important partner in the creative world.
