Netflix has always been a pioneer in content innovation, but its use of GenAI in show and film creation has shaken the entertainment industry.
If you think streaming already has a lot of great shows and movies, Netflix’s use of GenAI might be the big change that no one saw coming.
In January, Netflix made news when it showed an AI-generated scene in its Argentine sci-fi drama El Eternauta. A sequence showing a building’s dramatic collapse was finished about ten times faster than normal visual effects would allow, and it cost a lot less.
This wasn’t a secret test; these AI-generated images were sent straight to your screen, making it clear what can and can’t be done in TV and movie production.
Netflix co-CEO Ted Sarandos said that this important step was not only an improvement in technology but also a way for creators to get more help. “AI is a huge chance to help creators make movies and TV shows better, not just cheaper,” he said, making it clear that these are real people “doing real work with better tools” and not just machines taking the place of artists.
GenAI at Netflix: Faster, Cheaper, More Creative?
Let’s look at what makes Netflix’s use of GenAI different:
- Speed & Efficiency: The famous scene where the building falls down was finished ten times faster than with traditional effects. Things that used to only be possible for big Hollywood hits are now possible for mid-budget movies as well.
- Cost Savings: Cutting down on the time and money needed for VFX lets artists dream bigger without breaking the bank. This could give smaller studios and new voices more power.
- Access to Advanced VFX: It’s getting easier to use features like de-aging, scene enhancement, and complex pre-visualizations, which makes production more fair for all budgets.
Hollywood’s traditional production model, on the other hand, is known for using a lot of resources on special effects, leaving high-concept visuals for the most profitable projects.
That script is turned on its head by Netflix’s GenAI integration, which lets technology do some of the creative work and lets creators with big ideas and little money in.
Catching the Whole Picture: Applause and Anxiety
Fans and creators have a lot to be happy about with Netflix’s GenAI leap, but it also brings up more serious questions.
What’s Exciting…
- Creative Empowerment: Without technical problems, filmmakers can go further with their stories.
- Broader Access: Smaller global productions can now use tools that were once only available to big studios. This encourages creativity and diversity.
- Faster Turnaround: Movies and TV shows can get to viewers faster, which could help them keep up with the constantly hungry streaming audience.
What’s Concerning…
- Job Impact: People who work in visual effects and creative unions are already worried that more people using GenAI could put artists out of work, even though they’ve been making Hollywood magic come to life for decades.
- Ethical Questions: The Hollywood strike of 2023 brought attention to the use of AI in entertainment. Are artists safe from being exploited by the media industry?
- Creative Authenticity: Will the soul of storytelling change now that technology does some of the work? Does AI have the potential to boost creativity without watering it down? How Netflix is Using GenAI in Other Places
GenAI is now part of its personalization engine, which makes recommendations smarter, searches better, and even interactive ads that will be available later this year.
That could mean even more personalized content experiences for viewers, as well as ads that feel less random, more relevant, and maybe even more immersive.
Final words
As a Netflix subscriber and long-time fan of streaming, this huge change makes me think and feels exciting at the same time. GenAI has clear advantages, including speed, low cost, and a wide creative reach. But it also requires us to find new ways to talk about art, technology, and what it means to be creative in a digital world.
Netflix might be writing the first scenes of a whole new era in entertainment, one where creative people and AI share the spotlight. No one knows if this partnership will be Hollywood’s next big story or biggest plot twist. Only time (and maybe the next season of your favorite show) will tell.
