The Netflix first exploited artificial intelligence In one of his television productions – a move that, according to the chief executive of the platform, will make the series and films cheaper and better.

THE Ted SarantosCompany’s co -chair, revealed that the Argentinean science fiction series El eternauta It is the first production of Netflix that includes footage created with genetic artificial intelligence (Generic Ai).

‘We remain convinced that artificial intelligence is an incredible opportunity for creators to make better series and movies – not just more economical“, He told analysts on Thursday, following the announcement of Netflix’s second quarter results.

The series, followed by a group of survivors after a deadly toxic snowfall, included scenes using AI to depict the collapse of a building in Buenos Aires.

‘With the help of artificial intelligence tools, special effects artists achieved a striking result, ten times faster than possible with traditional production methods. “stressed Sarantos.

The use of AI has also helped a significant reduction in production costs. ‘Without these tools, the cost of the effects would be prohibitive for a number of this budget. “he added.

However, AI’s entry into the entertainment industry has raised concerns about job losses, especially in production and visual effects. In 2023, artificial intelligence was a point of friction on the double strikes of Hollywood actors and screenwriters, with trade unions securing terms that ensure technology control by workers.

‘We are talking about real people who do real work with better tools“, Sarantos emphasized. ‘Creators are already seeing benefits in stages such as shooting and pre-converting. I believe these tools extend the storytelling capabilities on the screen, and this is exciting“

He spoke a few hours after Netflix announced $ 11 billion revenue for the quarter ending in late June – 16% increase annually.

The positive result was mainly attributed to the success of the third and final round of Korean thriller Squid Game.

The platform also announced that its – still small but rapidly growing – advertising activity is expected to double in the year.

‘Netflix’s excellent quarter is the result of excellent content, prices growth and advertising dynamics »said the Mike PraulxVice President of Research in Forrester. ‘Although steps are left to improve advertising capabilities, the difficult ones seem to be in the past, thanks to the full development of his own advertising platform. “.