Netflix has used generative AI to create visual effects in its Argentine sci-fi series The Eternaut — a first for the streaming platform. Co-CEO Ted Sarandos said the technology helped produce a building collapse scene in Buenos Aires, completing it ten times faster and at lower cost than traditional methods, BBC reported.

Sarandos noted that such effects would have been too costly for the show’s budget without AI. While the results were praised by the creators, the use of AI remains controversial in the industry due to concerns over job security and creative ownership.

Netflix also reported a 16 percent rise in quarterly revenue to $11bn, boosted by the final season of Squid Game, which has drawn 122m views, according to BBC.

Industry voices acknowledge AI’s growing role in visual effects, especially for smaller studios, but stress that creative control still lies with the artists.