Netflix has used generative AI for the first time in an original series, slashing production costs and reigniting debate over AI’s role in showbiz.
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| Netflix used generative AI to depict a building collapse in The Eternaut, marking the company’s first on-screen use of AI-generated footage in original content. Image: CH |
Los Angeles, USA — July 19, 2025:
Netflix’s announcement of using generative AI in “The Eternaut” marks a significant milestone for the entertainment industry. It demonstrates a clear pivot toward leveraging AI to solve long-standing budget and production challenges, particularly in international content. By integrating AI to render a complex building collapse—something that might otherwise require millions in traditional VFX—the company has shown how AI can be a cost-effective alternative without, apparently, sacrificing quality.
This aligns with Netflix's broader strategy: expand its global content slate while maintaining high production standards. It also arrives at a moment when the platform is thriving financially, reporting $11 billion in Q2 revenue and over $3 billion in profit—fueled in part by hit shows like Squid Game: The Challenge.
However, the announcement is not without controversy. The ethics and implications of generative AI in creative work remain unresolved. Critics argue that AI tools rely heavily on scraped content from artists and writers—raising legal and moral questions about originality and consent. The issue was central to the 2023 Hollywood strikes, where AI regulation became a rallying point for creators fearing job loss and artistic dilution.
Figures like Tyler Perry, who paused a major studio expansion over AI concerns, underscore the fear of automation undermining creative livelihoods. In contrast, others in the industry, such as Davier Yoon of CraveFX, highlight the technology’s potential to democratize production—empowering smaller studios to compete visually with giants.
Ultimately, Netflix’s move is not just about one sci-fi scene—it signals a paradigm shift in how stories may be visualized and scaled. The balance between creative control, cost efficiency, and ethical responsibility will likely shape the future of AI in film and television.