Although rumors had been swirling earlier this year, Netflix confirmed on Wednesday that it utilized generative AI "to augment traditional VFX work" in some scenes of El Eternauta. The company insisted that these technologies were applied under creative supervision and didn't displace any human employees. "The technology was used for background creation and concept visualization," a spokesperson said, adding that all AI-created content met Netflix's internal creative guidelines.

Industry Anxiety Intensifies

The news arrives at a time when Hollywood and other creative sectors are increasingly concerned about the increasing use of AI in movie and TV production. Writers, designers, and VFX artists have complained that such software might replace jobs and erode human imagination. These fears peaked last year with writers and actors' strikes, where anti-AI safeguards were key bargaining issues. Netflix, though, insists AI will be a supporting tool. "It helps speed up production schedules and keep budgets in check, particularly in high-concept genres like sci-fi," the representative explained. 

A Broader Shift in Media

El Eternauta is among the region's most ambitious sci-fi productions to date, and its integration of AI could become a precedent for productions in other emerging markets where budget restrictions typically cap visual storytelling possibilities. With generative AI becoming more mainstream, more studios can be expected to try out such techs—opening up possibilities as well as raising ethical questions. Netflix has been consistently investing in AI development and automation throughout its content pipeline, ranging from subtitle creation to personalized thumbnails.

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What It Means

As one of the globe's top content creators, Netflix's action may spur other studios to try things the same way. But as technology gets better, so does the criticism. With AI coming into the mainstream now, questions regarding originality, ethics, and labor implications are poised to take center stage once more.