Netflix Executive Speaks Frankly on AI Implementation in a Series for the First Time: 'Simply Not Practical Without It'
In the ever-evolving world of entertainment, Netflix is making waves by integrating Artificial Intelligence (AI) into its creative projects, most notably in the production of the show, 'The Eternauta'. This Argentine science fiction series, set in a post-apocalyptic Buenos Aires affected by toxic snowfall, showcases AI's potential in visual effects (VFX).
Co-CEO Ted Sarandos announced that Netflix has employed generative AI in the creation of a complex VFX sequence of a building collapse, a feat that would have been too expensive using traditional Computer-Generated Imagery (CGI). The move has been met with enthusiasm from creators, Netflix, and audiences alike, who appreciate AI's ability to expand storytelling possibilities without compromising creative integrity.
Netflix's approach to AI is one of support, not replacement, for human creativity. The company aims to streamline workflows while preserving the human touch in storytelling. This strategy is evident in various areas, including AI-generated trailers, marketing assets, personalised search prompts, and now, production workflows.
However, the introduction of AI tools has sparked concerns among film and TV professionals. There is an underlying apprehension about the potential impact on employment, particularly in the VFX and post-production sectors. The controversy is further highlighted by ongoing legal battles, such as Disney suing AI startup Midjourney for copyright infringement, and cautious experimentation with tools like Runway AI's video generation software, which Netflix is testing for potential production use.
The debate about AI's role in Hollywood extends beyond Netflix, with the WGA strike and SAG-AFTRA strike in 2023 featuring heated discussions about widespread AI use in entertainment. The strikes raised concerns about job losses for artists and the preservation of creative control.
Despite the controversy, Netflix remains committed to transparency and ethical use of AI. The company's goal is to foster a balanced partnership between humans and AI, ushering in a new creative era without sacrificing artistic quality.
As AI continues to evolve, the tension between innovation and preservation of creative professions will undoubtedly remain a central theme in the ongoing conversation about AI's role in the entertainment industry. The question of whether AI will become a replacement for human visual effects artists, or simply a supportive tool, remains to be seen.
Meanwhile, 'The Eternauta', with its striking VFX and thought-provoking narrative, is currently streaming on Netflix, offering a glimpse into the future of AI-assisted storytelling.
Daily blend of AI technology and human creativity is showcased in Netflix's latest series, 'The Eternauta', where AI is utilized for generating complex visual effects, such as a building collapse, pushing the boundaries of traditional CGI. In alignment with this project, Netflix aims to create AI-assisted production workflows, endeavoring to integrate AI as a supportive tool rather than a replacement for human creators, thereby fostering a harmonious partnership between humans and artificial intelligence.
