This trend is unlikely to change in the near future.
Netflix has openly acknowledged its fascination with artificial intelligence, and we’re starting to see how this technology influences its creative processes. In its recent shareholder letter discussing second-quarter earnings, the company revealed that generative AI workflows have been applied to around 300 of its projects, predominantly in post-production. Notable titles highlighted for using AI include Glory (India), Brasil 70: A Saga do Tri (Brazil), and The American Experiment (US), which utilized AI to generate intricate sequences.
Previously, it was known that Netflix had experimented with generative AI in at least one original series as of last July, but its ambitions seem to have grown with new acquisitions and specialized studio launches. In its earnings letter, the company stated, “We are increasingly leveraging these tools to enhance output quality, speed up production, and reduce costs compared to traditional techniques.”
It’s important to note that while generative AI can expedite certain processes, the human element is still essential to ensure that the final product aligns seamlessly with the overall vision of the film or series. The presence of AI as a valuable asset should not lead to the complete replacement of creative teams. This is a crucial consideration for Netflix and its collaborators as they explore the potential of this technology.
