Netflix’s AI Move: Why I Feel Devastated
Recently, Netflix made waves by announcing that they’ve integrated generative AI into their new Argentinian sci-fi series El Eternauta. They used it to create a dramatic building collapse scene. Ted Sarandos, Netflix’s co-CEO, seemed ecstatic, describing this as “an incredible opportunity to help creators make films and series better, not just cheaper.” However, my feelings couldn’t be more different. Honestly, I’m devastated.
This isn’t just about artists losing their jobs; it’s about what this means for viewers like us. I can’t help but feel that Netflix has fired the starting pistol in a race we didn’t sign up for—a plunge toward lower quality content that will change our viewing experience forever.
The Diminishing Craft of Visual Storytelling
Let’s get real. Netflix didn’t embrace AI for the sake of creativity. They did it to save money. Sarandos himself mentioned that traditional VFX techniques “wouldn’t have been feasible for a show in that budget.” It’s hard to ignore the implication here: Netflix is more willing to cut corners than to invest in high-quality visual effects.
This comes from a company that reported $11 billion in revenue last quarter, marking a 16% rise from the previous year. So let’s be clear; they have the budget for proper VFX work. They’re just choosing not to spend it. And the rhetoric that it’s beneficial for creators? It’s misleading. When you can produce a visually stunning scene in a fraction of the time, you don’t need as many skilled artists. The promise of “better tools” is nothing more than a glossy tale we’ve heard before in other industries, leading to job losses and fewer creative breakthroughs.
The Unsettling Effect on Shows
So, what does this mean for the shows we love? We’ve all seen AI-generated content by now. It’s usually technically sound but lacks depth and creativity. Watching it feels akin to hearing a mediocre cover band play your favourite song. Sure, all the notes are there, but something essential is missing.
We’re heading into a reality where visual effects will become increasingly uniform. Every explosion, alien creature, and breathtaking landscape will carry the same algorithmic fingerprints. The unique styles and creative flares of individual artists will be lost in the name of efficiency, giving us a predictable, bland viewing experience.
The Misguided Quest for Cost-Effectiveness
This approach to filmmaking reflects a fundamental misunderstanding of what makes visual storytelling appealing. As I explored in my piece on successful design in TV shows, like The Penguin, Severance, and The White Lotus, it’s their investment in unique visual worlds that captures viewers’ attention—and wins awards. In contrast, scaling back on VFX for cost reasons could backfire spectacularly.
In a sea of endless content, if your show doesn’t stand out visually, you risk losing audience engagement. Yes, you might save a little money upfront, but in the long run, you’re likely to hurt the very revenue you’re trying to protect. The quality of the content will decline, and so will the income.
The Unfortunate Path Toward Mediocrity
We’re already witnessing the fallout from this mindset across various sectors, from AI-generated ads to machine-created music. Typically, the result is content that feels technically polished yet soulless. When every effect comes from the same methods and data, we risk creating a visual culture that is not only dull but also disheartening.
What about the talented VFX artists who have devoted years to mastering their craft? They know the nuances of light and shadow and can transform the impossible into something real. Their expertise isn’t just about skill; it’s about preserving a creative ecosystem that adds depth to storytelling. These aren’t merely jobs disappearing—they are vibrant, creative contributions being undermined for the sake of convenience.
And all of this so that Netflix can churn out more content at a lower cost? It feels like they’re opting for quantity over quality, choosing to produce another dozen forgettable series instead of investing adequately in a few that might actually leave a mark.
Embracing Technology, Not Replacing It
Before you think I’m against technological change, let me clarify: I understand that innovation shapes the way entertainment is created. However, there’s a crucial distinction between utilizing technology to amplify human creativity and replacing it entirely. Unfortunately, Netflix seems to be leaning toward the latter, and that saddens me.
As we embark on this new era of entertainment, we must ask ourselves: are we ready to sacrifice the artistry that makes storytelling magical for a more cost-effective, yet mundane approach? I can’t help but feel we’ll all be poorer for this decision.
As we navigate this challenging landscape, let’s continue to support the artists and creators who add richness to our screens. Share your thoughts about AI and VFX in the comments below!
Hashtags: #Netflix #AIVFX #VisualStorytelling #CreativeCommunity #FilmIndustry #QualityVsQuantity #SupportArtists #ElEternauta #FutureofEntertainment
Original Text – https://www.creativebloq.com/entertainment/vfx/netflix-just-normalised-ai-for-vfx-and-im-devastated