Netflix Breaks Ground with GenAI in Argentine Sci-Fi Series

Netflix announced that it used generative artificial intelligence to build a major visual sequence in the upcoming Argentine science fiction drama El Eternauta. The scene—a large building collapse in Buenos Aires—was created in collaboration with Eyeline Studios, Netflix’s internal tech-forward production arm. According to the company, the work was completed in a fraction of the time normally required. Co-CEO Ted Sarandos stated that the sequence was finished ten times faster than it would have been using traditional VFX pipelines, and the cost was far more manageable within the constraints of the show’s budget.

Sarandos, speaking during the company’s second-quarter earnings call, emphasized that the purpose of AI isn’t just to cut costs. “It’s about helping artists create better stories, faster,” he said. The scene marks Netflix’s first use of GenAI in a finished series or film.

Generative AI remains a sensitive topic in the entertainment world following industry strikes in 2023, which led to new agreements governing how such tools can be used in film and television. Many writers and visual artists worry that AI could be used to replace human labor. Netflix leadership maintains the technology should be seen as a creative accelerator, not a replacement.

Co-CEO Greg Peters discussed additional applications in the works, including improved content discovery. One experimental feature would allow viewers to search by speaking naturally—for instance, requesting “an '80s psychological thriller”—and receive personalized results. Peters described this level of interaction as a major leap forward from previous recommendation systems.

He also pointed to the company’s advertising division as another area where GenAI could offer value. Marketers could benefit from faster turnaround and reduced creative barriers by using AI-assisted tools to build engaging ad content more efficiently.

Netflix’s second-quarter financials reflect strong momentum, with a 15% increase in revenue compared to the same period last year and earnings exceeding Wall Street expectations, according to data from Investing.com. The company’s strategic integration of advanced technologies like GenAI appears to be reinforcing both its creative edge and financial performance.

With this latest milestone, Netflix signals that generative AI is not just a behind-the-scenes experiment but a tool that’s reshaping the way stories are imagined, built, and delivered to global audiences.