Introduction to Generative AI in Entertainment
Netflix used generative AI in an original, scripted series that debuted this year, it revealed this week. Producers used the technology to create a scene in which a building collapses, hinting at the growing use of generative AI in entertainment.
The First Use of Generative AI in a Netflix Series
During a call with investors yesterday, Netflix co-CEO Ted Sarandos revealed that Netflix’s Argentine show The Eternaut, which premiered in April, is "the very first GenAI final footage to appear on screen in a Netflix, Inc. original series or film.” Sarandos further explained, per a transcript of the call, saying:
The creators wanted to show a building collapsing in Buenos Aires. So our iLine team, [which is the production innovation group inside the visual effects house at Netflix effects studio Scanline], partnered with their creative team using AI-powered tools. … And in fact, that VFX sequence was completed 10 times faster than it could have been completed with visual, traditional VFX tools and workflows. And, also, the cost of it would just not have been feasible for a show in that budget.
Viewer Reaction and Future Use
Sarandos claimed that viewers have been "thrilled with the results"; although that likely has much to do with how the rest of the series, based on a comic, plays out, not just one, AI-crafted scene.
More Generative AI on Netflix
Still, Netflix seems open to using generative AI in shows and movies more, with Sarandos saying the tech "represents an incredible opportunity to help creators make films and series better, not just cheaper."
"Our creators are already seeing the benefits in production through pre-visualization and shot planning work and, certainly, visual effects," he said. "It used to be that only big-budget projects would have access to advanced visual effects like de-aging."
Conclusion
The use of generative AI in Netflix’s The Eternaut series marks a significant milestone in the entertainment industry. With its potential to reduce production time and costs, generative AI is likely to become a more prominent tool in the creation of TV shows and movies.
FAQs
- Q: What is generative AI?
A: Generative AI refers to artificial intelligence technology that can generate new content, such as images, videos, or music, based on existing data. - Q: How was generative AI used in The Eternaut series?
A: Generative AI was used to create a scene in which a building collapses, using AI-powered tools to complete the visual effects in a shorter time and at a lower cost. - Q: Will Netflix use generative AI in more shows and movies?
A: Yes, Netflix seems open to using generative AI in more productions, with the potential to improve the quality and reduce the cost of visual effects.
