Netflix is already using generative AI in its original shows

Netflix has admitted to using generative AI to create a VFX shot in its original Argentine series, The Eternaut, released in April 2025. Co-CEO Ted Sarandos stated that the AI-powered tools enabled the creators to achieve an "amazing result with remarkable speed," completing the VFX sequence 10 times faster than traditional methods. This move is part of Netflix's broader embrace of AI, which the company plans to use in creating ads for its ad-supported subscription and testing a new search feature powered by OpenAI models. However, the use of generative AI in the entertainment industry has faced resistance from workers, with labor strikes and concerns over the potential use of copyrighted material. The Oscar-nominated film The Brutalist came under fire in 2024 for using AI tools during production. Despite these concerns, Netflix's move to incorporate generative AI in its original content could help to normalize the technology, which many creatives remain actively against.