Hello Creators,
It finally happened. Netflix has officially confirmed the use of generative AI in one of its productions — and not just for brainstorming or concept art. We’re talking final footage.
During its Q2 earnings call, Netflix co-CEO Ted Sarandos revealed that a collapsing building scene in the upcoming Argentine sci-fi series El Eternauta was created with GenAI — completed 10x faster and at a fraction of the cost compared to traditional VFX.
Let that sink in. One of the world’s biggest streamers just used AI-generated imagery in a live-action series. On purpose. On camera. For real.
Why it matters
This isn’t just about efficiency. It’s about access. Mid-budget productions like El Eternauta — especially those outside Hollywood — have historically struggled to afford high-end effects. GenAI is cracking that barrier wide open.
Sarandos made it clear: this move isn’t about replacing creatives, but equipping them. GenAI is becoming part of the toolkit for pre-vis, shot planning, and cost-effective VFX (think: de-aging without a Marvel-sized budget).
Beyond VFX
Netflix isn’t stopping at pretty pictures. They’re also using GenAI for:
- Smarter search and personalized recommendations
- Ad creation and interactive content (coming later this year)
With $11 billion in Q2 revenue and over 95 billion hours of content watched in just the first half of 2025 — a third from non-English titles — this is Netflix making a global bet: GenAI will help them tell more stories, more efficiently, to more people.
And if you’re a creator? That means it’s time to experiment. Because this isn’t the future anymore — it’s the present.
Stay curious,
Kinomoto.Mag
KINOMOTO.MAG 