Netflix Integrates Generative AI in 'El Eternauta' to Enhance Productions

In a pioneering move, Netflix has integrated generative artificial intelligence (AI) in its latest series, 'El Eternauta' (The Eternaut), a significant development that marks the first time the streaming giant has employed this technology in its productions. Announced on July 18, 2025, during the company’s quarterly earnings call, co-CEO Ted Sarandos emphasized that this innovation is aimed at enhancing the quality of films and series rather than merely reducing production costs.

'El Eternauta,' an Argentinian science fiction series, portrays the struggle of survivors amid a catastrophic toxic snowfall. Sarandos noted that the integration of AI tools allowed visual effects (VFX) artists to create a dramatic scene featuring a collapsing building in Buenos Aires with unprecedented efficiency. 'Using AI-powered tools, they were able to achieve an amazing result with remarkable speed, completing the VFX sequence ten times faster than traditional methods would allow,' he stated. This technological advancement enabled Netflix to undertake the series at a substantially lower cost than typical high-budget productions, which have been constrained by escalating expenses in recent years.

The deployment of generative AI in entertainment, however, has raised concerns regarding potential job losses, particularly in production and special effects roles. The topic became a focal point during dual strikes by Hollywood writers and actors in 2023, which aimed to secure agreements that would restrict the use of AI technologies in ways that could undermine job security for creative professionals. In the wake of these concerns, Sarandos affirmed, 'This is real people doing real work with better tools.' He highlighted that creators are already benefiting from AI in pre-visualization and shot planning, expanding storytelling possibilities on screen.

Netflix's announcement coincided with a significant financial report, revealing an $11 billion revenue for the second quarter of 2025, representing a 16% increase year-on-year. The company's performance has been buoyed by the success of its acclaimed series, including the final installment of 'Squid Game.' Mike Proulx, Vice President of Research at Forrester, commented that Netflix's robust quarter can be attributed to a combination of compelling content, strategic price increases, and growth in its advertising business, which is expected to double in size this year. 'While there’s still work to be done to bolster its ad capabilities, the hardest part is in Netflix’s rear-view mirror with the full rollout of its proprietary ad tech platform,' Proulx stated.

As Netflix continues to navigate the rapidly evolving landscape of streaming entertainment, the integration of generative AI presents both opportunities and challenges. The effectiveness of this technology in enhancing production quality while preserving job security for creative professionals will be closely monitored in the coming years. As the industry adapts to these technological advancements, the implications of AI integration may redefine the framework of content creation, potentially setting new standards for future productions.