Netflix to Equip Content Creators with AI Tools

Netflix to use AI for platform enhancement, offering tools to creators.

Netflix is set to leverage generative artificial intelligence to enhance its platform, as outlined in a letter to shareholders.

The technology aims to improve recommendations, content production, and advertising efficiency. Netflix will provide filmmakers and series creators with a suite of AI tools to help bring their creative ideas to life.

The company is already actively using artificial intelligence. In the film “Happy Gilmore 2,” neural networks helped “rejuvenate” characters. In the series “Billionaire Bunker,” AI tools were used during pre-production to refine costumes and sets.

Meanwhile, the entertainment industry fears that artificial intelligence could lead to job losses. Netflix CEO Ted Sarandos disagrees. He asserts that the technology will not replace creativity but will help tell stories “better, faster, and in new ways.”

Concerns over AI were a major factor in the Hollywood actors’ strike in the summer of 2023. The SAG-AFTRA union secured clauses in agreements with producers to protect artists’ rights when using artificial intelligence.

In response to these concerns, Netflix released guidelines for content creators, outlining principles for the responsible use of AI tools.

Back in May, the company introduced a new search feature powered by generative artificial intelligence from OpenAI.