As the entertainment industry ponders when and how to use generative AI in filmmaking, Netflix is leaning in. In its quarterly earnings report released Tuesday afternoon, Netflix wrote Message to investors It is “very well positioned to effectively benefit from ongoing advances in artificial intelligence.”
Netflix doesn’t plan to use generative AI as the backbone of its content but believes the technology has potential as a tool to make creatives more efficient.
“It takes a great artist to make something great,” Netflix CEO Ted Sarandos said on Tuesday’s earnings call. “AI can give creators better tools to improve their overall TV/film experience for our members, but it doesn’t automatically make you a great storyteller if you’re not one.”
Earlier this year, Netflix said so It uses generative artificial intelligence The final shots were used for the first time in the Argentinian show “The Eternaut” to create a scene of a building collapsing. Since then, the makers of “Happy Gilmore 2” have used artificial intelligence to make characters look younger in the film’s opening scene, while the producers of “Billionaires’ Bunker” have used the technology as a pre-production tool to visualize wardrobe and set design.
“We are confident that AI will help us and our creative partners tell stories better, faster, and in new ways,” Sarandos said. “We’re all in it, but we’re not chasing novelty for the sake of novelty here.”
It was artificial intelligence a Controversial topic In the entertainment industry, where artists are concerned that LLM-powered tools that non-consensually use their work as training data have the potential to negatively impact their careers.
With Netflix as the leader, it seems that studios are more likely to use generative AI for special effects than to replace the role of actors – even if Representative of artificial intelligence She’s recently been causing a stir among Hollywood actors, although no gigs (that we’re aware of) have been booked yet. However, behind-the-scenes uses of AI still have the potential to impact visual effects jobs.
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These discussions escalated recently when OpenAI, the maker of ChatGPT, unveiled its implementation Sora 2 An audio and video generation model, which was released without barriers preventing users from creating videos of some historical actors and figures. Just this week, Hollywood trade organization SAG-AFTRA and actor Bryan Cranston Urge OpenAI To create stronger guardrails against fake actors like Cranston himself.
When an investor asked Sarandos about Sora’s impact on Netflix, he said it “starts to make sense” that content creators would be affected, but he’s less concerned about the film and TV business — or so he tells investors.
“We’re not worried about AI replacing creativity,” he said.
Netflix’s quarterly revenue grew 17% year-over-year to $11.5 billion, although that’s below the company’s expectations.