Netflix has started integrating generative artificial intelligence (GenAI) into its film and television production, marking a significant step into the future of content creation. The company recently debuted its first GenAI final footage in the Argentine thriller series "El Atonata," where AI was used to create a scene of a building collapsing. This innovative approach allowed the scene to be completed ten times faster and at a significantly reduced cost compared to traditional visual effects methods.
By leveraging GenAI, Netflix can produce visual effects much quicker, reducing the time spent on post-production and allowing for more efficient workflows. The use of GenAI also enables the company to significantly reduce production costs without compromising on quality, making high-end visual effects more accessible to a wider range of projects. Additionally, GenAI tools can assist creators in exploring new ideas and refining their vision, potentially leading to more innovative and engaging storytelling.
GenAI can aid in planning and visualizing scenes before actual filming, streamlining the production process. Techniques like de-aging, which were previously only feasible for big-budget projects, can now be used in a broader range of productions, enhancing the visual quality of films and series.
Netflix plans to roll out interactive, AI-powered ads in the second half of 2025, further enhancing user engagement. The company is also using GenAI to improve personalized recommendations, ad targeting, and user search functions, aiming to provide a more tailored experience for its users. As Netflix continues to explore the potential of GenAI, it is likely to revolutionize the way content is created and consumed.
