In an era where artificial intelligence (AI) is ubiquitous, those who claim to shun it are often its most fervent users - albeit covertly, under the cover of night.
This is the reality of today’s entertainment industry, where cost optimization is a driving force. Yet, few dare to openly legitimize AI as a mainstream tool, wary of backlash from unions and creatives who fear that today’s digital de-aging could lead to tomorrow’s unemployment for young actors.
Amid this tense atmosphere, Netflix stands out as the bold exception, unapologetically embracing - and even celebrating - the use of AI across its production pipeline. In a recent letter to investors, CEO Ted Sarandos made it clear: AI is everywhere at Netflix.
From generating concept sketches for sets and costumes to powering special effects and video post-processing, the company is leveraging neural networks at every stage. Far from bowing to public skepticism, Netflix sees AI as a cornerstone of efficiency and innovation.
Also read:
- Instagram Rolls Out PG-13-Style Age Restrictions Amid Regulatory Pressures
- Shein's Parisian Debut: A Fast-Fashion Fiasco Amid French Fury
- Dutch Government Seizes Control of Chinese-Owned Chipmaker Nexperia Amid Escalating Tech Tensions
- Navigating the Creator’s Dilemma: Balancing Authenticity and Profit
The company’s commitment to AI is set to deepen. Despite a 17% year-over-year revenue increase to $11.5 billion in the latest quarter - falling short of analyst expectations - Netflix now has even more incentive to double down on AI to streamline costs. While other studios tread cautiously, fearing reputational risks, Netflix’s transparency signals a broader shift: AI isn’t just a tool; it’s a competitive edge. As the industry watches, Netflix is paving the way for a future where AI’s role in storytelling is not just accepted but celebrated.
