Netflix is testing Runway AI’s video-generation tools to streamline its content production, following reports by Bloomberg. The company hasn’t detailed this initiative fully, but it aligns with co-CEO Ted Sarandos’ announcement regarding the use of generative AI in the Argentine series The Eternauta, which completed a VFX scene ten times faster and at a reduced cost than conventional methods. This experiment reflects a larger trend among major streaming platforms and studios like Disney, Lionsgate, and AMC, all integrating similar AI tools for efficient video creation. The shift emphasizes AI’s role not as a replacement for creatives but as an enhancer, allowing for quicker, cost-effective VFX without sacrificing quality. With Runway AI’s capabilities, Netflix can produce complex visual effects more efficiently, making high-end visuals more accessible and streamlining production workflows from pre-visualization to final output. This highlights the growing acceptance of AI in mainstream film and TV production.
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