Netflix Debuts AI-Generated Footage in 'The Eternaut' Series Without Viewers Noticing

You may have already watched Netflix's first AI-generated content without even realizing it. During the company's latest earnings call, co-CEO Ted Sarandos revealed that artificial intelligence played a crucial role in creating a scene where a building collapses in The Eternaut, a new post-apocalyptic drama set in Argentina. Sarandos described the use of generative AI as a significant opportunity for creators to enhance both the quality and efficiency of content production. He explained, "This is real people doing real work, but with better tools." Specifically, a visual effects sequence depicting a building collapse was completed 10 times faster using AI compared to traditional methods. The scene, which would have been impossible to film due to budget constraints, was meticulously crafted to blend seamlessly with the rest of the series. While AI tools are increasingly common in the entertainment industry, this marks the first time Netflix has employed AI-generated content in one of its original shows or movies. The subtle integration of AI into the production process raises questions about transparency and viewer awareness. Even upon closer inspection, the AI-created segments are hard to distinguish from real footage, appearing only briefly and spliced with actual shots. In the scene, which occurs around the 59:50 mark in Episode 6 of The Eternaut, two quick shots show large sections of a building falling apart. Unless you pause and scrutinize these moments, they pass unnoticed, blending perfectly with the rest of the action. This isn't Netflix's first step into the AI realm. Just two months ago, the streaming giant introduced a new AI search feature allowing users to describe what they want to watch in natural language terms. In May, the company also debuted generative AI ads, further integrating AI into its content ecosystem. The seamless use of AI in The Eternaut highlights the technology's potential to revolutionize content creation. However, it also underscores the need for transparency, as viewers deserve to know when AI is being used to generate scenes in their favorite shows. For those interested in exploring more AI-related developments, consider signing up for our weekly newsletter, Innovation. Netflix continues to experiment with AI in various aspects of its operations, reflecting a broader trend in the entertainment industry where AI is becoming an indispensable tool for enhancing creativity and efficiency.