In a groundbreaking move that underscores the convergence of technology and art, Netflix has revealed its innovative application of generative AI in the production of its Argentine, post-apocalyptic TV show, The Eternaut. This revelation has sparked discussions about the future of special effects in television and film, while also hinting at a changing landscape in the creative industries.
How (and Why) They Did It
During a call with investors on July 16, Netflix’s co-CEO, Ted Sarandos, made an intriguing announcement about The Eternaut. The show, which made its debut in the U.S. on April 30, 2025, leveraged generative AI not just for aesthetic flair but as an essential tool for cost-efficient production. In an age where “traditional CGI” feels almost quaint, this marks a significant shift in how visual storytelling is approached.
According to Sarandos, “The generative AI used in The Eternaut helped its production team to complete a sequence showing the collapse of a building in Buenos Aires 10 times faster than if they had used traditional special effects tools,” as reported by BBC. The implications of this are substantial: the ability to generate high-quality effects efficiently empowers creators working with smaller budgets to realize ambitious visual ideas that would have previously been financially prohibitive.
The Tech Behind the Scenes
The process of utilizing generative AI is reminiscent of creative platforms like Midjourney or DALL-E, where prompts are employed to generate content. In the case of The Eternaut, the creators interacted with an unnamed generative AI to craft a video effect that seamlessly integrated with the filmed footage, leaving viewers none the wiser about the technology behind the visuals. The result is a stunning example of how AI can blend art with efficiency, allowing designers to focus on narrative rather than being bogged down by labor-intensive CGI production.
The Narrative Impact
Watching The Eternaut provides an enthralling experience that transcends traditional genre boundaries. Drawing from a mid-20th-century Argentine science fiction classic, the show delves into the social dynamics at play in a society teetering on the brink of collapse. The AI-generated visuals—including the cataclysmic building collapse—add an extra layer of authenticity to the storytelling, heightening the viewer’s emotional engagement.
While themes of desolation and survival often populate post-apocalyptic narratives, The Eternaut stands out through its nuanced portrayal of small-group dynamics amid chaos. This thoughtful examination of human behavior becomes particularly compelling as we navigate through our own societal uncertainties, echoing real-world challenges while presenting a speculative canvas of futures both frightening and fascinating.
The Future of AI in Visual Media
The revelation that Netflix employed generative AI raises broader questions about the role of technology in creative industries. Will audiences begin to accept AI-generated content as a norm? As artistic boundaries expand, could we see more collaborations between filmmakers and AI technologies, leading to a new genre of storytelling? The potential benefits of improved efficiency and accessible production resources are tantalizing, but they also necessitate ongoing conversations about ethics, creativity, and authenticity in art.
Such questions, however, do not diminish the viewing experience of The Eternaut. Rather, they enrich the dialogue surrounding it. Below the surface, this intriguing use of AI technology serves as a testament to the adaptability and ingenuity of creators amid ever-evolving tools and techniques. As Netflix continues to push the envelope of what’s possible in storytelling, the fusion of generative AI with traditional filmmaking may very well herald the dawn of a new era in visual storytelling, challenging our perceptions and expectations of what cinema can be.