Netflix has taken a much bolder plunge by jumping into generative artificial intelligence (AI). They’ve used this technology for the final footage of their Argentine adaptation of “The Eternaut”. This marks the first time the streaming giant has deployed AI technology in this particular manner. Plus, it furthers their strategic commitment to innovation in the entertainment industry.
In Netflix’s production of “The Eternaut,” they used generative AI to create a scene where a building collapses in dramatic fashion. This ambitious step is a natural extension of the company’s use of technology to expand the possibilities of story. The application of AI in such a pivotal scene has prompted discussions among industry experts regarding both its potential and ethical implications.
Just last week, OpenAI launched its Sora 2 audio/video generation model, which has added more fuel to this already raging fire. Sora 2’s release was notable in that it was released without guardrails. This loophole sparked fears about users producing videos of particular celebrities and influential people through deepfake technologies. The failure of these safeguards has fueled demands for moratoriums or absolute bans on use. Popular advocates, including actor Bryan Cranston and supporters, including the union SAG-AFTRA, are helping to drive the effort. Most recently, they have called on OpenAI to take more robust steps to mitigate the risk of their deepfake technology being misused.
Netflix’s quarterly earnings report indicated that the company is “very well positioned to effectively leverage ongoing advances in AI.” According to Ted Sarandos, co-CEO of Netflix, there’s a huge potential when it comes to using AI to improve creativity in the space. He stated, “We’re not worried about AI replacing creativity,” emphasizing that “it takes a great artist to make something great.” Sarandos believes that AI will empower creative professionals to tell stories more effectively, asserting, “We’re confident that AI is going to help us and help our creative partners tell stories better, faster, and in new ways.”
The discussions around AI technologies have taken on new urgency since the launch of Sora 2. Concerns over deepfakes and their potential impact on the creative industry are prompting many to question the balance between technological advancement and ethical responsibility.
In addition to Netflix’s ventures, filmmakers behind upcoming projects like “Happy Gilmore 2Billionaires’ Bunker” are exploring AI as a pre-production tool. They’re using this tech to create visualizations of wardrobe and set designs, highlighting just some of the ways AI can be applied in filmmaking.
Amanda is a senior writer at TechCrunch. As a reporter who explores the intersection of technology and culture, she’s observed a widening chasm in the entertainment field over the rapid acceptance of AI. Silberling has a B.A. in English from the University of Pennsylvania. As a former Princeton in Asia Fellow in Laos, she brings to the table an understanding of how technology shapes creative processes.
Don’t forget about our own TC Sessions: Mobility on October 27-29, 2025 in San Francisco. We expect it will tackle the most controversial and urgent AI issues in more detail. As industry leaders continue to navigate the complexities of integrating AI into creative works, the conversation around guardrails and ethical considerations remains paramount.