Generative A.I. Destroys a Building in Its Netflix Debut

To make a building collapse in Buenos Aires, Netflix creators turned to generative artificial intelligence for the first time onscreen.

Ted Sarandos, one of Netflix’s chief executives, said during the company’s second-quarter earnings call on Thursday that the technology was a strong tool for creators and was accompanied by “real people doing real work.”

“We remain convinced that A.I. represents an incredible opportunity to help creators make films and series better, not just cheaper,” Sarandos said.

But for “The Eternaut,” an Argentine show that incorporated the A.I. work, the decision also came with significant savings.

The cost of creating a similar scene with traditional visual effects would not have been feasible within the show’s budget, Sarandos said. The use of A.I., he said, allowed creators to complete the scene 10 times as quickly.

“The Eternaut,” a six-episode series adapted from a science fiction comic, debuted on April 30. In the series, the rare snow descending on Buenos Aires turns out to be fatal, killing anyone who comes into contact with the snowflakes. One survivor becomes determined to battle this threat, and others.

The use of A.I. in movie and television production was a main concern in Hollywood in 2023, when SAG-AFTRA, the union representing tens of thousands of actors, went on strike for 118 days. The contract it reached included a specific provision about the use of A.I., guaranteeing that the technology would not be used to create digital replicas of actors’ likeness without compensation or approval.

While “The Eternaut” is the first use of generative A.I. onscreen, Netflix is also considering how to integrate the technology into other areas like member experience. Gregory Peters, one of the company’s chief executives, said during the earnings call that there was “tremendous room and opportunity” for the use of new generative technology in personalization and recommendations.

Netflix exceeded Wall Street’s forecasts for the second quarter, earning $11.1 billion in revenue and $3.1 billion in net income.

The most-watched film during that period was “Back in Action” starring Cameron Diaz and Jamie Foxx, and the British drama “Adolescence” was the most-watched television show.