Netflix slipped something new into your favorite show
On its quarterly earnings call, the company's co-CEO Ted Sarandos highlighted the use of generative AI in the sci-fi series El Eternauta (The Eternaut), which debuted on April 30. The post-apocalyptic series adapts an Argentinian comic of the same name, following survivors of a toxic snowfall that blankets Buenos Aires. The scene in question shows a building collapsing dramatically, a feat that Sarandos argues wouldn't have been in budget without leaning on AI.
Sarandos says that Netflix's Eyeline Studios partnered with the show's creative team to incorporate 'virtual production and AI-powered VFX' into a final scene. 'Using AI powered tools, they were able to achieve an amazing result with remarkable speed and in fact, that VFX sequence was completed 10x faster than it could have been completed with… traditional VFX tools and workflows,' Sarandos said.
While El Eternauta might be Netflix's first foray into using AI to generate final footage, the tech-forward company likely already incorporates AI into other workflows.
Netflix doesn't share Hollywood's AI worries
Even as companies like Netflix embrace AI, many workers in Hollywood have major qualms with the technology. Concerns about AI in film and TV surfaced during the monthslong Writers Guild of America (WGA) strike in 2023, which sought to block AI from impacting writers' pay and training on their work. The actors' union SAG-AFTRA, which joined the WGA, also sought to protect actors from having their likenesses used without compensation.
In spite of those misgivings, AI is already popping up in film and television – including at this year's Oscars. Both Emilia Perez and The Brutalist used AI to finesse actors' voices – a boon that boosted Adrian Brody's Hungarian accent and may have contributed to his best actor win.
AI's detractors in Hollywood are as concerned as ever, but given its tech industry mindset and Silicon Valley DNA, Netflix isn't squeamish.
'We remain convinced that AI represents an incredible opportunity to help creators make films and series better, not just cheaper,' Sarandos said. 'They're AI-powered creator tools. So this is real people doing real work with better tools.'
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
CNBC
17 minutes ago
- CNBC
Where is Nvidia? Chinese rivals take the limelight at major AI event in Shanghai
BEIJING — Less than two weeks after Nvidia CEO Jensen Huang's high-profile visit to Beijing, the U.S. chipmaker was conspicuous by its absence at China's biggest AI event of the year. Despite renewed hopes this month of selling its less advanced H20 chips to China again, Nvidia didn't have a booth at the World AI Conference that opened Saturday in Shanghai. The company declined CNBC's request for comment. In contrast, Nvidia's China rival, Huawei, had a large display — focused on its Ascend AI chips — near the venue entrance. Huang has called Huawei "one of the most formidable technology companies in the world," while warning that it could replace Nvidia in China if U.S. sticks with its export curbs on Beijing. The telecoms giant showed off for the first time the hardware for its computing system that links 384 Ascend chips together to power AI model training and use. Huawei is marketing the product as "Atlas 900 A3 SuperPoD." Earlier this year, research firm SemiAnalysis pointed out that even though one Ascend chip may be less powerful than Nvidia's most advanced Blackwell chip, an early look at a Huawei system similar to the one unveiled in Shanghai more than offsets the disparity by piling in five times more chips than Nvidia does in its GB200 computing system. But there's an efficiency cost as Huawei's systems require far more power than Nvidia's to operate, the report said. Huawei is far from being the only Chinese player in the complex supply chain for advanced chips. For example, semiconductor designer Moore Threads and startup Yunsilicon both had booths at the AI expo center in Shanghai. Many of the exhibitors from startups to giants such as Tencent and Alibaba showed off AI applications in robotics, smart glasses and translation apps. Overall, there was less talk at the expo about needing Nvidia to power their products. Internet tech company NetEase's Youdao business displayed a handheld bar device that uses AI to help students study material including that for college entrance exams. The device currently uses both AI based in the cloud and "edge" AI that runs on the device, said Gao Huituan, product manager of educational learning hardware at Youdao. Looking ahead, he said that new AI chips are becoming more power efficient and are able to support different types of products. While Nvidia's chips focus more on cloud computing power, "many domestically made, very excellent chip manufacturers are working on some edge devices," he said in Mandarin, translated by CNBC. "Now everyone has relatively good computing power." Nvidia has become the world's most valuable company, riding on the demand for its chips that have been heled drive the latest generative AI breakthroughs. The company had to stop sales to China in April due to new U.S. restrictions, following tougher export controls over the last three years aimed at reducing China's AI capabilities and which have prevented Nvidia from selling its most advanced chips to the country. The company tailored the H20 for China, which Huang has said is a $50 billion market. Tesla, Google, Amazon Web Services and Siemens were among the U.S. and European companies with booths at the AI conference in Shanghai. Nvidia had a booth in Beijing earlier this month at an annual supply chain conference, which coincided with Huang's third visit to China this year and news that the U.S. will allow the chipmaker to resume sales of the H20 chips to China. But the company has not shared when shipments would begin or how many orders it had received from Chinese customers. "Nvidia is the model in (AI) GPU development for the short to medium term not just because of H20, but also because of flagship products like the GB300," Phelix Lee, senior equity analyst at Morningstar, said in an emailed statement. "The return of H20 could help Nvidia to remain as the de facto standard in AI datacenter systems, especially when domestic alternatives are lurking." Beijing has been striving to boost tech self-sufficiency as it has faced U.S. restrictions accessing high-end tech. The country over the weekend also took another step toward promoting its AI standards globally. Chinese Premier Li Qiang announced plans for a global AI cooperation organization during a speech at Saturday's opening ceremony. The initial headquarters will likely be in Shanghai, state media said. The plans come just days after U.S. President Donald Trump announced an American action plan for AI that included calls to reduce alleged "woke" bias in AI models and support the deployment of U.S. tech overseas.
Fast Company
19 minutes ago
- Fast Company
What content strategy looks like in the age of AI
There's an air of panic in the media world. The specter of AI has been looming large for a couple of years now, but the threat now appears to be solidifying. Publishers are reporting that search traffic is in free fall, and there's overwhelming evidence that AI chatbots give very little in terms of referrals. What to do about 'Google Zero' has gone from a theoretical destination to a reality that the media world must contend with. Of course, panicking is never a good strategy. But pivoting can be, and there's been no shortage of that lately. Both Wired and The Verge announced this week a stronger push into newsletters, one of the more reliable ways to connect directly with readers. When Business Insider recently announced layoffs, it also said it would invest in live events. And even publishers that already charge for subscriptions are doubling down on them: Newsweek will launch new types for both consumers and businesses, and The Guardian now has a new, cheaper tier for readers who want to opt out of personalized ads. While AI may be the impetus behind a lot of these changes, they're all directionally pushing toward building direct relationships with audience members. That is smart, but at a more basic level, they're appealing to human desires that go beyond just getting information—a task AI fulfills very effectively. Offerings like newsletters, memberships, and events give a sense of belonging, encourage reading habits through consistency, and emphasize voice—either that of the brand or the individual writer. Within all this is the beginnings of a post-Google content strategy for media. But really, it's only half a strategy because it only accounts for humans. Much of internet activity in the future will be the result of bots, whether they're hoovering up data to inform AI models or acting as agents on behalf of individual users. Data from TollBit indicates bot crawling is already comparable to what the big (non-AI) search engines do—when everyone has their own AI agent, I would wager it will be the majority. Any forward-looking content strategy needs to take into account both humans and machines. The new organic audience Let's start with the people. A few months ago, I hosted a webinar on the types of content that are most resilient to AI summarization. AI does a great job of summarizing news, but it struggles with voice and unique perspectives. The consequence: If you want good opinion and analysis, you'll need to click through. Visual and interactive content is poorly conveyed by AI. And because AI is well known to hallucinate sometimes, anything that might inform a crucial decision for a reader—like context for health, legal, or financial decisions—will likely motivate readers to check the original source. Certainly, memberships and subscriptions are important mechanisms to build a loyal audience, but they also need to be centered around something readers can't get anywhere else. That usually means narrowing the lens of focus rather than widening it. Niche subjects—even within a more general brand—will typically see higher engagement and more loyalty than general ones. Then there's the stickiness of interactivity. One thing that emerging media platforms like Substack and TikTok do well is encouraging direct conversation between content creators and audience members. But being interactive doesn't always have to be so hands-on: Semi-automated features like polls, quizzes, and games are all effective habit-builders—and cannot be substituted by AI. Rise of the machines If you think about it, there's a kind of a 'well, duh' quality to all the reports that confirm people don't click through to sources when they use AI. (Pew Research just put out another, by the way.) That's because removing the need to click is largely the point. Why go and read a whole bunch of articles when bots can do it for you? But that reveals the other side of the coin: Bots are now doing the searching and the clicking, and that activity is traceable, measurable, and potentially monetizable. In other words, the inevitable rise in bot traffic represents both an unprecedented threat and a massive opportunity. First, there's the obvious idea of charging bots to scrape your site. Putting in paywalled endpoints—where AI bot operators pay a small fee to access content—may work, especially now that Cloudflare is leading the charge in empowering website owners to block bots. However, it greatly depends on the scrapers acting in good faith—and even if they do, it's doubtful if the fee per scrape that publishers charge would ever be enough to build a sustainable business. What could help is winning the next SEO war: AIEO, or artificial intelligence engine optimization. Being one of the primary sources in an AI Overview or a ChatGPT answer might not seem like much of a prize, given the low click-through rates. But if you pair it with both a pay-per-crawl mechanism and a content strategy that focuses on the AI-resilient content types discussed earlier—the ones that have a higher chance of audiences seeking them out—the benefits could end up being more than mere bragging rights. This kind of AI-first content strategy does require a more sophisticated approach. You'd have to make use of the full search and AI toolbox, including things like Google snippets to ensure AI crawlers highlight the most enticing parts of your content without giving the store away, and MCP servers that can ensure bots have direct access to the content you green-light for them. While that can be technically cumbersome, the market is already adapting, with AIEO specialists like Scrunch AI offering one-stop-shop packages that essentially make a bot-friendly copy of your website so that crawlers can feast while humans enjoy your regular site. Smaller, better . . . robot-ier? The truth about the future of media is that the audience, the human audience, will be smaller for pretty much everyone. As more people get their information from AI portals, publishers will need to make the most of the few people who come directly to them. That isn't necessarily a bad thing. Going small can ultimately be part of a healthier brand of journalism, as I argued in my very first column. But the parallel trend is that the bot audience is rising fast, and it undoubtedly will be a dominant force in the way information is distributed. Harnessing that force will be essential for the media. And though there are still a lot of unknowns—the best practices, the legal framework, even the potential rewards—at least it's easy to see what not to do: wait.
Yahoo
30 minutes ago
- Yahoo
Does this look like a real woman? AI Vogue model raises concerns about beauty standards
There's a new supermodel in town. She's striking, stylish... and not real. In August's print edition of Vogue, a Guess advert features a flawless blonde model showing off a striped maxi dress and a floral playsuit from the brand's summer collection. In small print in one corner, the ad reveals that she was created using AI. While Vogue says the AI model was not an editorial decision, it is the first time an AI-generated person has featured in the magazine. The advert has been met with controversy and raises questions about what this means for real models who have fought for greater diversity, and for consumers - particularly young people - already struggling with unrealistic beauty standards. Seraphinne Vallora is the company behind Guess's controversial advert. Its founders, Valentina Gonzalez and Andreea Petrescu, tell the BBC they were approached by Guess's co-founder, Paul Marciano, on Instagram and were asked to create an AI model as part of the brand's summer campaign. "We created 10 draft models for him and he selected one brunette woman and one blonde that we went ahead and developed further," Gonzalez says. She explains there's often a misconception that AI image generation is simple, saying it is actually a complex process. The company has five employees who create AI models, and it can take up to a month from idea inception to the completed product. The pair say they charge anywhere up to low six figures for a client like Guess. 'Disheartening' But Felicity Hayward, a plus-size model who has been in the industry for more than a decade, says using AI models in fashion campaigns "feels lazy and cheap". "Either Guess is doing this to create a talking point and get free publicity or they want to cut costs and don't think about the implications of that." She describes Vogue's decision to include the advert as "very disheartening and quite scary", and worries it could undermine years of work towards more diversity in the industry. The fashion world was making real progress to be more inclusive in the 2010s - the decade saw Valentina Sampaio become the first openly trans model to walk for Victoria's Secret, Halima Aden was the first hijab-wearing model in global campaigns, and brands like Savage x Fenty featured plus-size models on the runway. But in recent years, Hayward believes, the industry has slipped backwards because "these people are just not getting booked any more". And the use of AI models is "another kick in the teeth, and one that will disproportionately affect plus-size models", she warns. Gonzalez and Petrescu are adamant they don't reinforce narrow beauty standards. "We don't create unattainable looks - actually the AI model for Guess looks quite realistic," Petrescu says. "Ultimately, all adverts are created to look perfect and usually have supermodels in, so what we are doing is no different." The pair admit the AI images on their company's Instagram page are lacking in diversity and promote unrealistic beauty standards. They say they have tried to be more inclusive, but it's the users who don't engage much with those posts. "We've posted AI images of women with different skin tones, but people do not respond to them - we don't get any traction or likes," Gonzalez tells the BBC. "At the end of the day, we are a business and use images on Instagram that will create a conversation and bring us clients." The company is yet to experiment with creating plus-size women, claiming "the technology is not advanced enough for that". An ad campaign by Dove in 2024 was designed to highlight the biases in AI. In the advert, an image generator is asked to create the most beautiful woman in the world and produces virtually indistinguishable women who are young, thin and white, with blonde hair and blue eyes. The images generated look similar to the Guess AI model. Hayward worries that seeing these unattainable images could have an impact on people's mental health and negatively affect their body image. Concern around unrealistic beauty standards and the damaging effects they can have is nothing new. But unlike traditional airbrushing, which at least began with a real person, these AI models are digitally created to look perfect, free from human flaws, inconsistencies or uniqueness. While some high-profile figures such as Ashley Graham, Jameela Jamil and Bella Thorne have spoken out against image editing and refuse to have their pictures Photoshopped, the use of AI sidesteps such conversations entirely. Vogue's decision to include an AI-generated advert has caused a stir on social media, with one user on X writing: "Wow! As if the beauty expectations weren't unrealistic enough, here comes AI to make them impossible. Even models can't compete." Vanessa Longley, CEO of eating disorder charity Beat, tells the BBC the advert is "worrying". "If people are exposed to images of unrealistic bodies, it can affect their thoughts about their own body, and poor body image increases the risk of developing an eating disorder," she says. 'Exceptionally problematic' Adding to the issue is the lack of transparency - it is not a legal requirement to label AI-generated content in the UK. While Guess labelled its advert as AI-generated, the disclaimer is small and subtle. Readers may overlook it and, at a glance, the image appears entirely lifelike. Sinead Bovell, a former model and now tech entrepreneur, wrote an article for Vogue five years ago about the risks of AI replacing modelling. She tells the BBC that not labelling AI content clearly is "exceptionally problematic" because it could have a detrimental impact on people's mental health. "Beauty standards are already being influenced by AI. There are young girls getting plastic surgery to look like a face in a filter – and now we see people who are entirely artificial," she says. Aside from the impact AI models could have on a consumer, especially if unlabelled, what about the impact of this technology on those working in the fashion industry? Sara Ziff is a former model and founder of Model Alliance, an organisation that aims to advance workers' rights in the fashion industry. She says Guess's AI campaign is "less about innovation and more about desperation and need to cut costs". More broadly, the former model thinks AI in the fashion industry is not inherently exploitative, but can often come at the expense of the people who bring it to life because there are many more staff involved in a photoshoot than just the model and the photographer. "AI can positively impact the industry, but there need to be meaningful protections for workers," she explains. 'Supplement not replace' Seraphinne Vallora rejects the notion that it is putting people out of work, and says its pioneering technology "is supplementary and not meant to replace models". "We're offering companies another choice in how they market a product," Petrescu explains. The pair add that they have created jobs with their company, and part of the process of creating AI models requires them to hire a real model and photographer to see how the product looks on a person in real life. However, its website lists one of the benefits of working with them as being cost-efficient because it "eliminates the need for expensive set-ups, MUA artists, venue rentals, stage setting, photographers, travel expenses, hiring models". Vogue has come under fire for including the advert in its print edition, with one person on X saying the fashion magazine had "lost credibility". Bovell says the magazine is "seen as the supreme court of the fashion industry", so allowing the AI advert to run means they are "in some way ruling it as acceptable". The BBC approached Vogue and Guess for comment. Vogue said it was an advert, not an editorial decision, but declined to respond further. So, what does the future of the modelling industry look like? Gonzalez and Petrescu believe that as their technology improves, they will be even more in demand by brands looking to do things differently. Bovell thinks there will be more AI-generated models in the future, but "we aren't headed to a future where every model is created by AI". She sees positives in the development of AI in the industry - predicting that anybody could "start to see ourselves as the fashion models" because we will be able to create a personal AI avatar to see how clothes look and fit. However, she adds that we may get to the stage of "society opting out, and not being interested in AI models because it's so unattainable and we know it's not real". More Weekend Picks The procedures driving UK's cosmetic surgery rise Women share their bittersweet experience after taking weight-loss drugs Can LED face masks transform your skin? Here's what the experts say Solve the daily Crossword
