Netflix has stopped being discreet regarding its use of AI. The streaming powerhouse affirmed in its recent earnings call that it employed generative AI to produce visual effects for The Eternaut, an Argentine drama set in a post-apocalyptic world.

As reported by Engadget, co-CEO Ted Sarandos disclosed that the makers of The Eternaut desired a sequence featuring a collapsing building to signify a pivotal moment in the narrative. Rather than delegating the shot to a conventional VFX company, they opted for generative AI solutions.

“By utilizing AI-enhanced tools, they achieved an impressive outcome with astonishing speed,” Sarandos stated. “In reality, that VFX sequence was finished 10 times quicker than it might have been with… traditional VFX processes and tools.”

This doesn’t seem to be an isolated event. Reports indicate that AI-generated advertisements are set to start appearing mid-stream in 2026 for subscribers within Netflix’s ad-supported tier. However, The Eternaut represents a significant landmark. Sarandos mentioned it features “the inaugural Gen AI final footage to be showcased in a Netflix original series or movie.”

Unsurprisingly, not everyone is cheering this development. Hollywood’s creative sector remains anxious — and increasingly outspoken — regarding generative AI in production. Projects such as The Brutalist and Late Night with the Devil encountered criticism for even minimal AI involvement. The subject is already on SAG-AFTRA’s radar, and it’s likely to become a contentious issue in upcoming industry discussions.