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Netflix The company says it is “fully committed” to leveraging generative artificial intelligence on its streaming platform as AI continues to make inroads into mainstream entertainment.
The comments come from Netflix’s earnings report on Tuesday, which highlighted AI as a key focus for the world’s largest streaming service by subscribers.
“For years, (machine learning) and AI have powered our title recommendation, production and promotion technology,” Netflix said in a letter to shareholders.
He added that generative AI presents “significant opportunities” across streaming platforms, including improvements to recommendations, advertising businesses, and film and TV content.
“We will provide a wide range of GenAI tools to help creators achieve their vision and deliver more impactful titles to our members,” the company said.
Netflix gave a recent example of this, noting that the recently released film Happy Gilmore 2 used generative AI tools to age down the characters. Meanwhile, producers of the Netflix series The Billionaire Banker used various generative AI tools to explore wardrobe and set design during pre-production.
Concerns about AI replacement
Netflix’s comments come amid widespread concern in the entertainment and arts worlds about the potential for AI to replace human workers and the technology’s use of artificial content.
Netflix CEO Ted Sarandos seemed to address these issues during an earnings call, noting that while AI can improve the overall TV and movie experience, “it doesn’t automatically make you a better storyteller.”
“We believe that AI will help us and help our creative partners tell stories better, faster and in new ways. We’re all in it,” Sarandos said. He added: “I’m not worried about AI replacing creativity.”
However, many in the entertainment industry remain skeptical about AI and its growing presence in media.
A startup production studio called Particle6 recently faced massive backlash from media union SAG-AFTRA and others over its plans to create, design, manage, and monetize AI-generated actors and talent.
SAG-AFTRA previously led a major actors strike in July 2023, amid a series of broader labor disputes in Hollywood that brought concerns about the use of artificial intelligence to the forefront.
The strike lasted more than 100 days and led to a tentative agreement between SAG-AFTRA and the Alliance of Motion Picture and Television Producers. This included establishing for the first time contractual AI protections for film and television performers.
To further encourage the responsible use of AI tools like this, Netflix recently released new AI-focused production guidance for creators.
