Netflix has officially stepped into the world of AI-generated content – and it’s not just experimenting, it’s already using it. The streaming giant confirmed it employed generative AI to create a scene in its 2024 series The Eternaut, a dystopian drama centered around a mysterious global disaster.
The AI was used to speed up production, though Netflix didn’t elaborate on which tools were involved, aside from mentioning collaboration with startup Runway AI.
This move has stirred plenty of controversy. Critics accuse Netflix of cutting costs at the expense of creative professionals, arguing that AI can’t yet deliver human-level artistic nuance. Some even joked that the only thing AI sped up was executive interference. Nonetheless, Netflix remains committed to AI’s integration in future projects.
Meanwhile, Disney has also been reportedly in talks with Runway AI, though it insists there are currently no plans to bring AI into its own productions. Whether that holds true for long remains to be seen, especially with the streaming wars heating up.
Netflix’s embrace of generative AI adds to its growing list of controversial decisions – from price hikes and ad-infused paid tiers to axing beloved series. But as AI tools evolve, it seems increasingly inevitable that the entire entertainment industry will follow suit. Just like the arrival of the camera or automobile changed industries forever, AI is on track to reshape media creation as we know it.
While some lament the loss of traditional artistry, others view this as an evolutionary step. One thing is clear: AI in film and TV isn’t just a passing trend – it’s the new normal, and Netflix is already riding the wave.