Netflix is fully committed to harnessing generative artificial intelligence (AI) to enhance its streaming platform, as revealed in its latest earnings report. The company highlighted that AI has already played a vital role in their title recommendations and production technologies. Generative AI offers significant opportunities to improve user experiences, ads, and content creation, empowering creators with tools to realize their visions. For instance, Netflix applied generative AI in its film “Happy Gilmore 2” to de-age characters and utilized it in “Billionaires’ Bunker” for pre-production designs.
Despite its enthusiasm, Netflix acknowledges industry concerns over AI potentially replacing human creativity. CEO Ted Sarandos emphasized that while AI can enhance storytelling, it cannot replace the essence of great storytelling. Following the recent 100-day SAG-AFTRA strike over AI-related issues, Netflix has established AI guidelines to promote responsible use among creators, aiming to foster collaboration between technology and creativity in media.
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