AI tools assist in early visual development, not final production, as streaming platform explores creative efficiencies
Netflix has started incorporating generative artificial intelligence (GenAI) into its content production workflows, beginning with its upcoming Argentine science fiction series, El Eternauta. The development marks an initial foray into using AI technologies for creative assistance, signaling broader experimentation by the entertainment industry.
According to official communication from the platform, the GenAI tools were employed in the early stages of production, specifically for storyboarding and ideation. The company clarified that the use was limited to visual planning support and did not extend to writing, acting, or post-production.
Cultural Milestone Meets Technological Innovation
El Eternauta, a live-action adaptation of the 1957 Argentine comic created by Héctor Germán Oesterheld and Francisco Solano López, is widely regarded as a politically and culturally significant work in Argentina. The project is one of Netflix’s most ambitious undertakings in Latin America.
Given the source material’s strong emotional and political resonance, the decision to introduce AI into its development highlights a cautious yet strategic approach. Netflix stated that the tools were used solely to help visualize settings and moods, offering creative teams an additional lens through which to explore visual interpretations.
This measured integration of technology underscores how AI is being positioned as an enhancement tool for human creativity, rather than a replacement.
GenAI as a Creative Co-Pilot
Netflix has been steadily expanding its investments in AI, applying machine learning across content recommendation engines, personalization algorithms, and operational workflows. Its application in content ideation represents the next phase in the platform’s AI roadmap.
The creative use of GenAI in El Eternauta appears to serve as a pilot test, with the platform exploring its utility in scene composition, environment design, and early-stage visualization. Such tools allow artists and directors to experiment with concepts more fluidly before moving into production.
This approach aligns with an industry-wide trend where GenAI is being deployed to support rapid prototyping and creative exploration, especially in storyboarding and mood creation.
Creative Community Response and Labor Concerns
The inclusion of AI in entertainment projects continues to spark debate among creative professionals. Labor unions and guilds across the globe have raised concerns over the use of AI in writing and acting, with recent industry strikes prompting stronger guidelines on its permissible applications.
In light of this, Netflix’s positioning of GenAI as a supportive tool—rather than a decision-making or generative replacement—reflects a recognition of these sensitivities. The company emphasized that human creators remain central to the storytelling process and that AI serves only to expand artistic possibilities during planning stages.
The Broader Shift in Production Pipelines
Netflix’s move is part of a broader transformation within the entertainment sector, where technology is being woven into every layer of production. From simulating lighting conditions and generating concept art to enhancing visual effects, GenAI is gradually becoming a staple in modern filmmaking.
While several studios are reportedly exploring similar integrations, Netflix’s public confirmation of AI use in a specific title provides a rare look into how streamers are navigating the intersection of creativity and automation.
As generative AI tools become more accessible and sophisticated, the line between inspiration and automation will continue to evolve. For now, platforms appear to be treating AI as an augmentation layer—streamlining workflows and enriching creative exploration, while keeping final creative authority firmly in human hands.