Netflix uses Gen AI in original films
Netflix has just confirmed the use of artificial intelligence (Gen AI) in Argentina's science fiction series The Eternaut, marking the first time this technology has been applied in an original product of the platform, according to Indian Express.
Netflix CEO Ted Sarandos said the scene depicting a collapsed building in Buenos Aires in The Eternaut was the first scene created by Gen AI and made an official appearance on an original show of the company.
This scene was created by iLine, a production innovation department under Netflixs internal scanline effects studio in collaboration with the creative team, using AI-powered tools, said Mr. Sarandos.
According to Mr. Sarandos, applying Gen AI to complete the scene 10 times faster than the traditional process, while saving significant costs, is especially important for projects with limited budgets such as The Eternut.
Controversy over copyright issues
However, the use of AI in content creation continues to be controversial in the entertainment industry.
Many critics warn that AI can reuse human artworks without permission, raising copyright and professional ethics issues.
Gen AI is also one of the main reasons for the long-term strike of Hollywood screenwriters in 2023.
Under the new agreement, film studios are banned from using AI to replace or edit human-written scripts.
Organizations and individuals in the film industry, especially those working in image design, storyboard artists and film specialists, believe that the use of AI not only threatens the jobs of artists but also erodes the true creative value.
More seriously, AI is currently often trained with image data collected from the internet, mostly without permission from the authors, so the use of AI-generated products can unintentionally violate copyright.
The American Journalists and Artists Association has repeatedly warned against Hollywood's potential overuse of AI technology, leading to film products no longer being the crystallization of humans but becoming products of data mixing.
Netflix's case could become a bad example if other companies follow in the footsteps of using AI to save costs while ignoring ethical and legal issues.
On the other hand, some opinions say that AI is just a supporting tool, if it is properly controlled and transparent in data sources, it can completely accompany artists. However, the current key point is the lack of a clear legal framework to regulate copyright for AI-generated products.
Although Netflix has not revealed whether it will continue to expand the use of Gen AI in upcoming films, the wave of debate will certainly continue, especially when the line between creativity and copying becomes increasingly blurred.
However, Sarandos insists Netflix is not losing its core commitment: We still tell great stories, no matter what tool is used.
