Netflix is ​​focusing on Artificial Intelligence

As the entertainment industry considers when and how to use generative artificial intelligence (AI) in filmmaking, streaming giant Netflix is ​​shifting gears.

As the entertainment industry considers when and how to use generative artificial intelligence (AI) in filmmaking, streaming giant Netflix is ​​shifting gears.

In its quarterly earnings report released on October 21, Netflix said it is well-positioned to take advantage of ongoing advances in AI.

Netflix has no plans to use generative AI as a foundation for its content, but believes the technology has the potential to be a tool to help creators work more efficiently.

Speaking during an earnings call on October 21, Netflix CEO Ted Sarandos said "it takes a great artist to create a great work."

In early 2025, Netflix said it used generative AI in the final shot of the Argentinian film The Eternaut to create a building collapse. 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 for visualization, costume sketches, and set design.

AI has been a controversial topic in the entertainment industry, with artists concerned that tools powered by large language models (LLMs) using their work as training data without consent could potentially negatively impact their work.

With Netflix being a prime example, it seems studios are more inclined to use AI for special effects than to replace actors — even though an AI actor recently made waves in Hollywood, despite not having any acting gigs (according to Netflix).

However, these behind-the-scenes AI applications still have the potential to impact visual effects work. These debates were recently intensified when tech company OpenAI, maker of the ChatGPT app, announced its Sora 2 audio and video generation model, which was released without barriers preventing users from creating videos of certain actors and historical figures.

Just this week, Hollywood trade organization SAG-AFTRA and actor Bryan Cranston urged OpenAI to set tighter barriers to the use of deepfake technology on actors like Cranston himself.

Regarding Sora's impact on Netflix, Mr. Sarandos said Netflix is ​​not worried about AI replacing creativity. Netflix just announced that its revenue in the third quarter of 2025 will increase 17% compared to the same period in 2024, reaching $11.5 billion, although this figure is lower than the streaming giant's forecast.

Netflix forecasts fourth-quarter 2025 revenue could reach $11.96 billion, higher than Wall Street's forecast of $11.90 billion./.

(TTXVN/Vietnam+)

Source: https://www.vietnamplus.vn/netflix-don-suc-vao-tri-tue-nhan-tao-tao-sinh-post1071794.vnp