Well, Netflix gives AI a big Hollywood debut in a blockbuster style.
No, AI is nowhere near that far from a trailer voice-over (yet). It has had the chance to unleash demolition in the truest sense.
In Netflix’s new sci-fi thriller El Eternauta (The Eternaut), generative AI was utilized to create a massive destruction scene.
Imagine that: buildings collapsing in Buenos Aires, with no traditional VFX technicians present in front of a computer.
The AI did it ten times faster and at a fraction of the cost. Somewhere, a VFX artist just dropped a cup of coffee.
The co-CEO of Netflix, Ted Sarandos, says it is not about cost-cutting, but rather supercharging creativity.
According to him, AI is more of a helpful tool for filmmakers rather than a replacement.
He provides examples of technological transitions, such as digital cameras and non-linear editing. They are a powerful tool that can take jobs away, scary!
Now, let’s break down the figures invested here:
Netflix is on a strong run with $11 billion in quarterly revenue. That represents a 16% growth. Well, and AI presumably didn’t cause this. Thanks to Squid Game Season 2.
However, the company relies heavily on AI to continue generating content while reducing costs.
From this, one can infer that Greg Peters, co-CEO, has been dropping hints about AI being more than just behind the camera. It is also combined with suggestions, smarter search, and even ad targeting.
Weirdly specific show suggestions that popped up on your screen just last night?
Perhaps that was your new algorithmic friend communicating straight into your ear.
Well, not everyone is applauding these developments.
Hollywood’s creative unions see this as an innovation under threat.
They recall the 2023 strikes, when concerns over AI led to widespread backlash from writers and actors.
And now? The machines are writing and directing traffic scenes for apocalyptic sci-fi.
And Netflix is also involved in this game.
In 2023, it secretly utilized some AI to generate background art for an anime short called “The Dog & The Boy,” causing a stir (and some backlash with pitchforks) in the art world.
Now, Netflix is shouting about it: “Yes, AI helped. Yes, it was cheaper. And yes, it looked cool.”
Could we have AI-generated rom-coms? Or AIs hosting a reality show? Sarandos decrees that any form of creativity in his company has to come from humans. AI is merely there to “amplify imagination.”
Netflix might be re-creating the credits as it dives full throttle into AI. Writers, directors, and an Artificial Intelligence Consultant!
In this Netflix way, even explosions undergo some coding treatment.
