Netflix experiments with AI

Hi AI Futurists,

Netflix is using generative AI to support pre-production on El Eternauta, focusing on concept art and background ideation—without replacing human creatives. It’s a glimpse into AI-augmented pipelines in media. Let’s take a look.

Here’s our agenda.

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• Top AI news

• Netflix experiments with AI

• Top 3 selected AI tools

• AI in the wild

Best,
Lex

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Netflix experiments with AI

Netflix is experimenting with generative AI in its production pipeline, debuting the tech in its upcoming Argentine sci-fi series El Eternauta. The company confirmed that AI was used to help design background visuals and enhance creative direction during pre-production. While the actual scenes and characters were handled by human artists and VFX teams, AI played a supporting role—primarily to explore visual concepts, not to replace workers. Netflix says its generative AI tools were used under human guidance and in collaboration with Argentine creative teams, a move aimed at easing concerns from unions and local artists. The show is set to premiere in 2026.

What’s notable is that Netflix chose a culturally significant and politically charged comic like El Eternauta—a story rooted in Argentine identity—to pilot this hybrid production model. This signals Netflix's intention to embed generative AI into its global production strategy without sacrificing regional nuance or human craftsmanship. A spokesperson emphasized that “AI was used only in preliminary creative exploration,” not for final assets, and underlined that local talent was still at the heart of the show’s development.

As AI reshapes the boundaries of storytelling, the conversation is shifting from replacement to augmentation. The bigger question isn’t whether AI will make creative jobs vanish—but how it might change the nature of creative work, and who gets to call the shots.

Takeaways at a Glance:

• Netflix used AI in early visual design for El Eternauta

• Final outputs still crafted by human teams

• Local Argentine creatives were involved throughout

• AI was limited to “creative exploration” phase

• The series launches in 2026

• A model for AI-human hybrid production

What We Think About It:

• This hybrid approach is a pragmatic and politically astute move by Netflix. It avoids backlash while testing real-world AI integration. It’s also a preview of how studios can scale creativity without triggering ethical landmines.

What You Can Do Right Now:

• If you're a creator—whether you write, paint, design, or just post on social—try using free AI tools like DALL·E, Midjourney, or Adobe Firefly to brainstorm visuals or moodboards. These tools won’t replace your creativity but can help you get started faster or break through a creative block.

• Even if you're not a creator, take a closer look at how AI is being used in the content you watch. Start noticing where the line blurs between human-made and machine-assisted—and think about what kind of stories you want to support.

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AI in the wild

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