Netflix ‘all in’ on leveraging AI in its streaming platform

netflix According to the company, it is “all in” on leveraging generative AI on its streaming platform as AI continues to find its way into mainstream entertainment.

The comments came from Netflix’s earnings report on Tuesday, which highlighted that artificial intelligence is a key focus for the world’s largest streaming service by subscribers.

“For many years, [machine learning] and AI powers our title recommendations as well as our production and promotional technology,” Netflix said. letter to shareholders.

Netflix added that generative AI presents a “significant opportunity” across its streaming platform, including improving recommendations, advertising work, and film and TV content.

“We empower creators with a broad set of GenAI tools to help them achieve their vision and deliver even more impactful games to members,” he said.

Netflix provided recent examples of this, noting that it used generative AI tools to help de-age characters in its recently distributed film Happy Gilmore 2. Meanwhile, producers of the Netflix series Billionaires’ Bunker used a variety of generative AI tools to explore wardrobe and set designs during pre-production.

Concerns about replacing artificial intelligence

Netflix’s comments come amid broader concerns in the entertainment and arts world about the potential for artificial intelligence to replace human workers and the technology’s use of human-made content.

Speaking during the earnings call, Netflix CEO Ted Sarandos seemingly touched on these issues, stating that while AI can improve the overall TV and movie experience, it “won’t automatically make you a great storyteller if you’re not.”

“We are confident that AI will help us and help our creative partners tell stories better, faster and in new ways; we are all in this together,” Sarandos said. He added: “We’re not worried about AI replacing creativity.”

However, many in the entertainment industry are skeptical of artificial intelligence and its increasing presence in media.

A startup production studio called Particle6 recently faced major backlash, including from media union SAG-AFTRA, for its plan to create, design, manage and monetize AI-generated actors and talent.

SAG-AFTRA has previously been an important Players’ strike in July 2023It comes amid a broader series of labor disputes in Hollywood, where concerns about the use of artificial intelligence have come to the fore.

The strike lasted more than 100 days until a tentative agreement was reached between SAG-AFTRA and the Motion Picture and Television Producers Guild, which included creating contractual AI protections for film and TV performers for the first time.

Netflix recently released a new update to further encourage the responsible use of such AI tools. AI-driven production guidance for its creators.