Netflix Goes “All In” on Generative AI: Boosting Creativity Without Replacing Humans

Netflix is doubling down on generative AI as a tool to support, rather than replace, creativity in filmmaking. In its latest quarterly earnings report, the streaming giant told investors it is “very well positioned to effectively leverage ongoing advances in AI.” While the technology won’t serve as the backbone for content, Netflix sees it as a way to help artists work more efficiently and creatively.

CEO Ted Sarandos emphasized that AI is an enhancer, not a substitute for talent. “It takes a great artist to make something great,” he said on the earnings call. “AI can give creatives better tools to enhance their overall TV/movie experience for our members, but it doesn’t automatically make you a great storyteller if you’re not.” Netflix has already experimented with AI, using it in the Argentine show The Eternaut to create a collapsing building scene, and in films like Happy Gilmore 2 to make characters appear younger.

The company plans to continue applying AI in pre-production and visual effects, helping teams imagine wardrobe, set designs, and other creative elements. “We’re confident that AI is going to help us and help our creative partners tell stories better, faster, and in new ways,” Sarandos added. “We’re all in on that, but we’re not chasing novelty for novelty’s sake here.”

The move comes amid ongoing industry debates about AI’s impact on jobs and creativity. Many artists have raised concerns that large language models trained on their work without consent could threaten livelihoods. While Netflix is focused on behind-the-scenes enhancements, the broader industry is grappling with AI actors, deepfakes, and the ethical use of generative tools, especially following OpenAI’s release of its Sora 2 audio and video model without content guardrails.

Despite these concerns, Netflix remains optimistic about AI’s role in media. The company reported a 17% year-over-year revenue growth to $11.5 billion, slightly below projections, signaling that while AI may transform workflows, the core of storytelling—human creativity—remains irreplaceable. Sarandos reassured investors, “We’re not worried about AI replacing creativity.”

source: techcrunch