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As the entertainment industry reckons with when and how to use generative AI in filmmaking, Netflix is leaning in. In its quarterly earnings report released on Tuesday afternoon, Netflix wrote in its letter to investors<\/a> that it is \u201cvery well positioned to effectively leverage ongoing advances in AI.\u201d<\/p>\n Netflix isn\u2019t planning to use generative AI as the backbone of its content but believes the technology has potential as a tool to make creatives more efficient.<\/p>\n \u201cIt takes a great artist to make something great,\u201d Netflix CEO Ted Sarandos said on Tuesday\u2019s earnings call. \u201cAI can give creatives better tools to enhance their overall TV\/movie experience for our members, but it doesn\u2019t automatically make you a great storyteller if you\u2019re not.\u201d<\/p>\n Earlier this year, Netflix said it used generative AI<\/a> in final footage for the first time in the Argentine show \u201cThe Eternaut\u201d to create a scene of a building collapsing. Since then, the filmmakers behind \u201cHappy Gilmore 2\u201d used generative AI to make characters look younger in the film\u2019s opening scene, while the producers of \u201cBillionaires\u2019 Bunker\u201d used the technology as a pre-production tool to envision wardrobe and set design.<\/p>\n \u201cWe\u2019re confident that AI is going to help us and help our creative partners tell stories better, faster, and in new ways,\u201d Sarandos said. \u201cWe\u2019re all in on that, but we\u2019re not chasing novelty for novelty\u2019s sake here.\u201d<\/p>\n AI has been a contentious topic<\/a> in the entertainment industry, as artists worry that LLM-powered tools that nonconsensually used their work as training data have the potential to negatively impact their jobs.<\/p>\n With Netflix as a bellwether, it seems that studios are more likely to use generative AI for special effects rather than to replace the role of actors \u2014 even if an AI actor<\/a> recently caused an uproar among Hollywood actors, despite not yet booking any gigs (that we know of). These behind-the-scenes AI uses still have the potential to impact visual effects jobs, however.<\/p>\n Techcrunch event<\/p>\n \n\t\t\t\t\t\t\t\t\tSan Francisco<\/span> These debates recently escalated when ChatGPT maker OpenAI unveiled its Sora 2<\/a> audio and video generation model, which was released without guardrails that prevent users from generating videos of some actors and historical figures. Just this week, the Hollywood trade organization SAG-AFTRA and actor Bryan Cranston urged OpenAI<\/a> to institute stronger guardrails against deepfaking actors like Cranston himself.<\/p>\n When an investor asked Sarandos about the impact of Sora on Netflix, he said that it \u201cstarts to make sense\u201d that content creators could be impacted, but he\u2019s less worried about the movie and TV business \u2014 or so he tells investors.<\/p>\n \u201cWe\u2019re not worried about AI replacing creativity,\u201d he said.<\/p>\n Netflix\u2019s quarterly revenue grew 17% year-over-year to $11.5 billion, though this fell below the company\u2019s forecast.<\/p>\n<\/div>\n
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\n\t\t\t\t\t\t\t\t\t\t\t\t\tOctober 27-29, 2025<\/span>\n\t\t\t\t\t\t\t<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n