Netflix has used generative artificial intelligence (AI) to create visual effects in an original TV series for the first time, co-CEO Ted Sarandos confirmed.

The streaming giant deployed AI to produce a building collapse scene in the Argentine sci-fi drama The Eternaut. Sarandos said the technology allowed the team to complete the sequence 10 times faster and at a lower cost than traditional methods, making it feasible within the show’s budget.

“This is the very first generative AI final footage to appear on screen in a Netflix original,” Sarandos said, noting that the creators were pleased with the result.

The announcement comes as Netflix reported a 16% jump in revenue to $11 billion for the second quarter, with profits rising to $3.1 billion, boosted in part by the success of Squid Game’s final season.

The use of generative AI remains controversial in Hollywood. The 2023 actors’ strike included demands for stronger AI regulations. Critics warn it could displace creative jobs, while others, like CraveFX co-founder Davier Yoon, argue it’s simply another tool for artists.

“AI opens the gate for smaller studios to achieve big-budget visuals,” Yoon said. “Ultimately, it’s the artist who decides what’s in the final image.”