Netflix Embraces Generative AI

Netflix is aggressively integrating generative AI into its content creation processes, marking a significant divergence from the cautious stance adopted by much of Hollywood. The streaming giant is already employing AI in visual effects and pre-production for shows like 'The Eternaut' and 'Happy Gilmore 2'. For example, AI was used to create a building collapse scene in 'The Eternaut' that would have been too expensive using traditional methods. In 'Happy Gilmore 2,' AI was used to de-age characters.

CEO Ted Sarandos has stated that Netflix views AI as a tool to enhance storytelling, not replace human creativity. The company believes AI can help creators tell stories better, faster and in new ways. Netflix has been using machine learning for personalisation and content delivery for a long time. The focus is on using AI to save time and broaden creative choices for filmmakers.

This move comes as the broader entertainment industry grapples with the implications of AI, particularly regarding potential job displacement and intellectual property rights. Netflix aims to demonstrate that AI can accelerate production and improve security without diminishing artistic roles.