Netflix Is Using AI On Screen: A Filmmaker's Reaction
The news is clear: Netflix has started integrating AI-generated footage into its film and TV productions. We're not talking about behind-the-scenes magic or concept art; this is final, on-screen visual content, already appearing in series, like an Argentine sci-fi show. As someone who's spent 14 years directing and editing commercial work for brands like Disney, Nestlé, and Yamaha, and running Pichorra Filmes since 2012, this isn't just another headline. It's a mirror reflecting the future of our craft, right here in São Paulo.
My honest reaction? Relief, mixed with a healthy dose of 'it's about time.' For years, the barrier to realizing ambitious visual ideas has been immense. You either had the budget of a major studio, or you compromised your vision. AI doesn't magically fix creative problems, but it fundamentally redefines those barriers. It means complex scenes, once costing millions and requiring months of work, can now be achieved faster, potentially for far less. This is not about 'AI slop,' as some critics fear. It's about access, about democratizing the tools of spectacle.
The Old Ways and The New Horizons
I've worked on sets where every role, from composer to actor, editor to writer, director, I've done it. I know the grind. The endless hours, the logistical nightmares, the constant battle between creative ambition and financial reality. When I founded Pichorra Filmes in São Paulo, the goal was always to tell compelling stories, not just to stick to budget lines. But reality bites hard. To achieve a visual effect that could truly transport an audience, or replicate a complex crowd scene, you needed massive crews and astronomical investments. These were tools only available to the titans.
AI changes that equation. Not because it replaces the artist's touch. But because it provides leverage previously unimaginable. Suddenly, the visual effects that used to be exclusive to projects with budgets upwards of, say, $50 million, might now be within reach for a fraction of that cost. This isn't diminishing the craft; it's amplifying what a smaller, dedicated team can achieve. It's giving the independent filmmaker a brush that used to only be held by the masters of industrial cinema.
Humanity at the Helm: Why Vision Still Rules
The core debate around AI in film often boils down to job security and the fear of losing "human artistry." Critics worry about an influx of generic, soulless content. And yes, if you approach AI as a magic button to bypass creative thinking, you'll get generic results. That's not how I see it. My journey with Open Your AIs and Soul Symple taught me that AI is a co-pilot, not the pilot.
- AI can generate a thousand variations of a spaceship design, but a human director chooses the one that fits the narrative's emotional core.
- AI can create a bustling futuristic cityscape, but a human cinematographer decides the lighting, the mood, the specific camera movement that tells the story.
- AI can populate a stadium with virtual fans, but a human still directs the actors, crafts the dialogue, and makes us care about what's happening on that field.
The creative vision, the emotional intelligence, the specific storytelling intent — these are uniquely human. AI cannot replicate the years of experience I've gained working with actors, or the subtle nuances of timing honed over countless comedy projects like Ronald Rios Talk Show for Paramount / Comedy Central / MTV. It won't replace my ability to connect with an audience, honed through producing programs on Jovem Pan or developing my spiritual channel, Verso Diário. It augments the execution, freeing up resources and time for deeper creative focus.
The AI Trap: More Than Just Tools
Some in the creative industry fall into the trap of believing that simply learning every new AI tool will make them indispensable. The narrative "AI won't replace designers, but designers using AI will" often leads to this. But true integration isn't about chasing every shiny new algorithm. It's about strategic application.
For a small production company like Pichorra Filmes, or for the businesses I help automate through Soul Symple, the focus is never on the tool itself, but on the problem it solves. AI isn't a goal; it's a means. It allows us to streamline operations, reduce repetitive tasks, and allocate human talent to where it truly shines: ideation, emotional connection, and strategic decision-making. I never wanted to be a programmer. AI opened doors that my budget and team size simply couldn't before. It's not about becoming a tech wizard; it's about understanding how a powerful new assistant can help you do *your* job better.
The Future of Filmmaking: Empowered, Not Replaced
Netflix's move isn't a harbinger of the end for human filmmakers; it's a stark reminder that the landscape is changing, and those who adapt will thrive. This isn't about AI replacing a director's chair or an editor's workstation. It's about expanding the possibilities of that chair, of that workstation. It means we can dream bigger, execute faster, and bring more ambitious stories to life without needing a Hollywood budget or an army of VFX artists for every single shot.
The craft of filmmaking remains rooted in human insight and emotional resonance. AI is just a new, incredibly powerful lens through which we can project those human stories onto the screen. It amplifies our teams, it does not replace the heart of what we do. The future belongs to those who learn to wield this new power with vision and purpose, making cinema more accessible and visually stunning for everyone.
