- Netflix uses AI to support, not replace, creative talent in movies and TV.
- Generative AI aids in visual effects, pre-production, and post-production tasks.
- Ethical safeguards and responsible AI use remain a top concern in Hollywood.
Netflix is taking a calculated approach to generative AI, positioning itself as a leader in harnessing the technology to enhance, rather than replace, creative storytelling. In its latest quarterly earnings report, the streaming giant highlighted its readiness to leverage AI advancements across filmmaking processes.
AI as a Tool, Not a Replacement
Netflix CEO Ted Sarandos emphasized during the earnings call that while AI can streamline production and provide new creative tools, it cannot replace the skill of a talented artist. “It takes a great artist to make something great,” Sarandos said. “AI can give creatives better tools to enhance the overall TV/movie experience, but it doesn’t automatically make you a great storyteller if you’re not.”
Recent projects show Netflix experimenting with AI in practical ways. In the Argentine series The Eternaut, AI helped create a scene depicting a building collapse. Similarly, Happy Gilmore 2 used AI to make characters appear younger, and Billionaires’ Bunker leveraged AI for pre-visualizing wardrobe and set designs.
Industry Reactions and Ethical Considerations
The use of generative AI in Hollywood has sparked debates about the ethical implications of training AI on artists’ work without consent. Actor Bryan Cranston and SAG-AFTRA recently called for stricter safeguards following OpenAI’s release of Sora 2, a tool capable of generating realistic audio and video, including deepfakes of actors.
Sarandos, however, remains confident that AI won’t threaten the industry’s creative core. He believes the technology will mainly augment roles in visual effects and pre-production rather than displace actors or writers.
Balancing Innovation with Responsibility
Netflix’s approach signals a broader industry trend: studios are likely to adopt AI for efficiency and experimentation without compromising artistic integrity. Sarandos noted, “We’re all in on AI, but we’re not chasing novelty for novelty’s sake.”
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Despite posting $11.5 billion in quarterly revenue—a 17% increase year-over-year, though slightly below forecasts—Netflix’s real story is its forward-looking embrace of AI as a supportive tool for creators.
Disclaimer: The information in this article is for general purposes only and does not constitute financial advice. The author’s views are personal and may not reflect the views of CoinBrief.io. Before making any investment decisions, you should always conduct your own research. Coin Brief is not responsible for any financial losses.
