Netflix uses generative AI in one of its shows for first time | Netflix | The Guardian
Firm says technology used in El Eternauta is chance ‘to help creators make films and series better, not just cheaper’
theguardian.com
Netflix has quietly dipped its toes into generative AI with the Argentinian sci-fi hit El Eternauta, using AI-powered VFX to show a building collapse in Buenos Aires. Ted Sarandos says the sequence was wrapped up ten times faster (and way cheaper) than traditional methods, proving AI can boost creativity without blowing the budget—and giving VFX teams slick new tools rather than taking their jobs away.
On the business side, Netflix just posted an $11 billion Q2 haul (up 16%), fuelled by hits like Squid Game’s third season and a booming ad arm that’s set to double this year. Analysts reckon great content + price hikes + ad momentum = Netflix’s best quarter in a while—and the hardest parts of beefing up its proprietary ad tech are already behind them.
Top comments (0)