In a meeting after the second quarter financial report, Netflix said the platform had shown the first complete scene of an AI-generated film, appearing in the Argentine series El Eternuta. The scene depicts a collapsed building built using AI technology, in collaboration between Netflix's internal production team and local filmmakers.
The use of AI helps complete scenes 10 times faster than traditional effects and saves significantly on cost.
We believe that AI offers a great opportunity to help creators make better quality movies and shows, not just cheaper. This is a tool to support real workers and use better technologies" - Mr. Ted Sarandos, CEO of Netflix said.
He said that AI has now been applied in many production stages such as pre-scene imaging, camera planning and especially visual effects - which previously only appeared in large-budget projects such as technology to rejuvenate actors.
Netflix is also using generative AI in other areas such as personalizing user experience, search and advertising. The company plans to launch interactive advertising in the second half of this year. Netflix has previously launched an AI-powered search engine.
