Netflix Reports Hundreds of Shows and Movies Used AI in Production This Year

Netflix is emerging as a leading entertainment company in the realm of artificial intelligence, revealing the extensive use of this technology across its productions.

In its second-quarter earnings report, Netflix disclosed that approximately 300 programs in its library have utilized generative AI tools at various stages of production this year. The company highlighted that AI is being employed from early planning and visual development to post-production and final delivery.

The streaming giant noted that AI has enabled several productions to craft larger and more intricate scenes. Examples include the Indian sports thriller series ‘Glory’, the Brazilian soccer miniseries ‘Brasil 70: A Saga do Tri’, and the American Revolution documentary series ‘The American Experiment’, where AI tools facilitated the creation of visuals that would have been challenging or costly to achieve through traditional methods.

According to Netflix’s letter to shareholders, the company believes that AI can enhance team efficiency and improve output quality. Netflix stated, “We are increasingly leveraging these tools to deliver higher-quality output more quickly and at a lower cost than traditional methods.”

The company also mentioned that AI has allowed productions to include scenes that might have been cut due to budget or time constraints. The technology has been instrumental in creating “highly complex sequences”, including larger crowds and significant battle scenes.

These insights were shared as Netflix reported impressive financial results for the second quarter, with $12.56 billion in revenue, marking a 13.4% increase from the same period last year. The company also reported a net income of $3.4 billion.

Netflix is broadening its AI applications beyond filmmaking. The company is exploring AI features to enhance content discovery for viewers, improve advertising tools, and support animation projects. Earlier this year, Netflix acquired InterPositive, a company founded by actor and filmmaker Ben Affleck, to develop AI tools for creators.

During the earnings call, Netflix co-CEO Ted Sarandos emphasized that AI is intended to assist artists rather than replace them. He argued that the technology should provide filmmakers with more options and help realize their creative visions.

“We believe it takes great artists to make something great, and AI is not changing that,” Sarandos stated. “Movies are being made by people who make movies. AI provides them with better tools to make them even better.”

Sarandos also pointed out that AI contributed to creating 17 minutes of enhanced footage for ‘The American Experiment’, allowing the project to be completed “twice as fast and at half the cost of previous options.”

However, Netflix has reiterated that AI will not replace writers, actors, or other creative professionals. Sarandos noted that while AI can streamline production, maintaining quality is paramount.

“I don’t think faster and cheaper matters if it’s not better,” Sarandos previously told Politico.

As the Hollywood community continues to debate the future role of artificial intelligence, Netflix remains committed to utilizing the technology as a creative asset. The company’s recent report indicates that AI is becoming an integral part of the production process for many shows, even as discussions about its impact on traditional filmmaking roles persist.

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