"Earlier this year, Netflix said it used generative AI in final footage for the first time in the Argentine show "The Eternaut" to create a scene of a building collapsing. Since then, the filmmakers behind "Happy Gilmore 2" used generative AI to make characters look younger in the film's opening scene, while the producers of "Billionaires' Bunker" used the technology as a pre-production tool to envision wardrobe and set design."
""We're confident that AI is going to help us and help our creative partners tell stories better, faster, and in new ways," Sarandos said. "We're all in on that, but we're not chasing novelty for novelty's sake here." AI has been a contentious topic in the entertainment industry, as artists worry that LLM-powered tools that non-consensually used their work as training data have the potential to negatively impact their jobs."
Netflix plans to leverage ongoing advances in generative AI as a tool to make creatives more efficient while not using it as the backbone of content. The company applied generative AI to final footage in The Eternaut to create a collapsing building scene, and filmmakers used it to de-age actors in Happy Gilmore 2 and to envision wardrobe and set design on Billionaires' Bunker. Ted Sarandos emphasized that AI can give creatives better tools but cannot substitute for strong storytelling. Artists express concern that LLM-powered tools trained on non-consensual work could harm jobs. Studios appear likely to favor AI for effects over replacing actors.
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