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Journalism of Courage
Netflix said on Thursday that it used generative artificial intelligence to produce visual effects that appeared for the first time on screen in one of its original series, employing a technology that has been a source of anxiety throughout Hollywood.
Co-CEO Ted Sarandos hailed AI as “an incredible opportunity to help creators make films and series better, not just cheaper.”
AI has become a flashpoint in Hollywood since the labor unrest of 2023, which resulted in new guidelines for the use of the technology. The main concern is that AI could replace the work of humans.
Co-CEO Greg Peters said Netflix may find other ways to leverage generative AI to improve the user experience – including offering viewers the ability to use spoken words to find something to watch.
“Saying ‘I want to watch a film from the ’80s that’s a dark psychological thriller,’ (and getting) some results back … you just couldn’t have done in our previous experiences,” said Peters. “So that’s super-exciting.”
Advertising represents another opportunity for generative AI, Peters said, as brands and marketers seek to create compelling content.
“We think these generative techniques can decrease that hurdle iteratively over time and enable us to do that in more and more spots,” said Peters.
