Netflix According to the company, it is all set to leverage generative artificial intelligence on its streaming platform as AI continues to make its way into mainstream entertainment.
The comments come ahead of Netflix’s earnings report on Tuesday, which highlighted AI as a major focus for the world’s largest streaming service by subscriber numbers.
“For several years now,[machine learning]and AI have been powering our title recommendations as well as production and promotion technology,” Netflix said in a statement. Letter To the shareholders.
Netflix said generative AI presents a “significant opportunity” to its streaming platform, including improving its recommendations, advertising business and movies and TV content.
It adds, “We’re empowering creators with a comprehensive set of GenAI tools to help them achieve their visions and deliver even more impactful titles for members.”
Netflix provided a recent example of this, noting that in its recently distributed film Happy Gilmore 2, it used generic AI tools to help age the characters. Meanwhile, producers of the Netflix series Billionaires Bunker have used various generative AI tools to explore wardrobe and set design during pre-production.
AI replacement concerns
Netflix’s comments come amid broader concerns about the potential for AI to replace human workers in the entertainment and arts worlds and the technology’s use of human-generated content.
Speaking during the earnings call, Netflix CEO Ted Sarandos addressed those issues, noting that AI can enhance the overall TV and movie experience, but “it doesn’t automatically make you a great storyteller if you’re not.
We believe AI will help us and our creative partners tell stories better, faster and in new ways – we’re all in it,” Sarandos said. He added, “We’re not worried that AI will replace creativity.”
However, many in the entertainment industry remain skeptical of AI and its growing presence in media.
An upstart production studio called Particle6 recently faced massive backlash for its plan to create, design, manage, and monetize AI-generated actors and talent, including from media union SAG-AFTRA.
SAG-AFTRA previously took a significant lead Actors strike in July 2023 Amid a wide range of Hollywood labor disputes, which brought concerns about the use of artificial intelligence to the forefront.
The strike lasted more than 100 days before a tentative agreement was reached between SAG-AFTRA and the Alliance of Motion Picture and Television Producers, which included establishing contractual AI protections for film and TV performers for the first time.
To further encourage responsible use of such AI tools, Netflix recently released a new AI-centric production guidance Targeted at its creators.
