Netflix has revealed that it employed generative AI tools to create a building collapse sequence in the Argentine sci-fi series "The Eternals," which premiered on April 30, 2025. This marks the first time the streaming giant has used a generative AI-generated final shot in its original content, according to co-CEO Ted Sarandos.

Sarandos emphasized that the AI-created sequence was completed "10 times faster" than traditional methods. He also noted that such a visually complex scene would have been impossible to achieve within the show's budget using conventional filmmaking techniques. The breakthrough highlights Netflix's ongoing exploration of artificial intelligence to enhance production efficiency while managing costs.

Beyond visual effects, Netflix is expanding its AI applications into other areas of its business. The company is currently testing AI for advertising creation, aiming to streamline the development of promotional content. Additionally, AI is being explored for improving search functionalities on its platform, with the goal of enhancing user experience by delivering more accurate and relevant content recommendations.

This move underscores the growing role of generative AI in the entertainment industry, as major players like Netflix leverage technological advancements to push creative boundaries and optimize operational processes. As AI continues to evolve, its integration into content production and platform management is expected to become increasingly prevalent across the streaming landscape.