Artificial Intelligence now plays a standard role in visual effects at Netflix - a development that leaves me disheartened
In a groundbreaking move, Netflix's Argentinian sci-fi series, El Eternauta, has employed generative AI to create visual effects, marking a significant shift in the creative industry [1][2]. This innovative approach allows for faster, cost-effective production of complex effects, such as a building collapse scene, produced in a fraction of the time compared to traditional methods [1][2].
However, this technological advancement has raised critical concerns. The blurring of AI-generated synthetic imagery with authentic footage challenges the perception of visual narratives, potentially eroding authenticity in storytelling [2]. As "reality becomes negotiable," viewers may struggle to differentiate between what actually occurred and digitally fabricated content [2].
For the creative industry, AI-generated effects offer a double-edged sword. On one hand, they provide creators with powerful new tools to enhance creativity, expand visual possibilities, and reduce costs [1][2]. On the other hand, they risk devaluing traditional craftsmanship in visual effects, potentially marginalizing skilled artists and altering industry job dynamics [1][2]. This shift also provokes ethical debates about transparency and the integrity of the creative process [1][2].
Netflix's co-chief executive, Ted Sarandos, views AI as an opportunity to help creators make films and series better, not just cheaper [3]. He claims that AI will lead to "real people doing real work with better tools" [3]. However, the author argues that replacing human creativity with AI could lead to a less engaging and less memorable viewing experience [4].
The use of AI in entertainment could dismantle complex creative ecosystems in favor of computational expedience, potentially leading to a visual monoculture characterized by predictability and lack of creativity [4]. VFX artists, who have spent decades mastering their craft and understanding the subtleties of visual storytelling, are at risk of being replaced by AI [5].
In the competitive content market, cost-cutting on VFX can be a detrimental strategy. Shows that invest in their visual worlds, such as The Penguin, Severance, and The White Lotus, have dominated this year's Emmys [6]. Meanwhile, Netflix reported $11 billion in revenue last quarter, a 16% year-on-year increase [7].
As we enter an era where visual effects become increasingly homogenized due to AI usage, the debate on authenticity, creative labor, and audience trust in the age of synthetic media continues to unfold. The author is not against the use of technology in entertainment but emphasizes the importance of using it to enhance human creativity rather than replace it [4].
References:
- Netflix uses AI to create visual effects in El Eternauta
- The AI revolution in visual effects is upon us
- Ted Sarandos on Netflix's AI ambitions
- The danger of AI replacing human creativity in entertainment
- The rise of AI-generated content in the creative industry
- Shows that invest in their visual worlds dominate this year's Emmys
- Netflix reports $11 billion in revenue for Q3
- The creative design of the 'El Eternauta' series, produced by Netflix, incorporates cutting-edge artificial intelligence for visual effects, merging technology with the art of storytelling.
- As the fusion of AI with creative design evolves, concerns about the alteration of traditional design principles and the resulting erosion of authenticity in narrative are being raised.
- The integration of AI-generated effects into the creative industry offers a new avenue for artists to employ creative design, expand their artistic palette, and potentially reduce costs.
- However, the increasing reliance on AI also poses the risk of devaluing traditional craftsmanship in design, potentially marginalizing artists who excel in their fields and altering industry labor dynamics.
- In the realm of entertainment, the debate about the appropriate use of AI continues, with some advocating for its use to enhance human creativity, rather than replace it.
- As technology advances and AI becomes more prevalent in the creative design of movies and TV shows, the emphasis should be on maintaining a balance between cost-effectiveness and preserving the unique qualities that human creativity brings to the table.
