Netflix admits to using generative AI on nearly 300 films and series
AI is taking an increasingly important place at the streaming giant.
Artificial intelligence is no longer just an experimental tool at Netflix.
On the occasion of the publication of its quarterly financial results, the platform revealed that it had used generative AI on nearly 300 programs since the start of the year.
According to the group, this technology is now used at all stages of the production of a film or series: from the design and preview phase to post-production.
Netflix cites in particular the Indian series Glory, the Brazilian mini-series Brasil 70: A Saga do Tri and the American documentary The American Experiment. In particular, AI made it possible to create complex sequences, such as larger crowds or more ambitious battle scenes.
“We are increasingly using these tools to produce higher quality content, faster and at a lower cost than traditional methods,” explains the company in its letter to shareholders.
The platform adds that certain productions would simply have had to abandon certain scenes without the contribution of generative AI. When presenting the results, co-CEO Ted Sarandos took care to reassure the creators:
“We believe it takes great artists to create great works, and AI doesn’t change that. Films continue to be made by people. AI just gives them better tools to go even further.”
He notably cited The American Experiment, whose 17 minutes of AI-enriched footage would have significantly expanded the scale of the series, while being produced twice as fast and at half the cost of previous methods.
Netflix is thus continuing its offensive around artificial intelligence. In addition to content creation, the group is already developing AI tools to improve recommendations, strengthen its advertising activity and design animation productions. Last spring, the platform also acquired InterPositive, the company founded by Ben Affleck, in order to offer new AI tools to directors and production teams.
