Netflix admitted using AI in hundreds of films and series
Kyiv • UNN
Netflix stated that it used generative AI in about 300 of its projects to create key scenes. The company noted that the technology allows for faster and more cost-effective production of higher quality results.
Netflix admitted that it used generative AI in approximately 300 of its films and series – without viewers' knowledge, reports The Independent, writes UNN.
Details
The company reported that artificial intelligence systems were used to create key scenes that would otherwise have been impossible.
This statement came amid Netflix's latest results, which showed a slowdown in revenue growth and raised concerns that the company may "not reinvent itself," the publication writes.
Netflix stated that the use of AI by its creative partners is "rapidly scaling" and that it is being used "in approximately 300 of our projects, with the highest concentration of work in post-production." "We are increasingly using these tools to achieve higher quality results faster and more cost-effectively than with traditional methods," the company's statement reads.
The company said that the use of AI allowed it to include key scenes that would otherwise have been cut. As Netflix stated, the technology was used in the film "American Experiment," as well as in other "very complex scenes," such as crowds, battle episodes, and wide shots.
The company also reported that it uses artificial intelligence technologies to create more personalized, engaging, and interactive experiences. This includes using large language models (LLMs) to determine which films to recommend and to improve search, the statement says.
The announcement was made in a letter to shareholders, which was apparently aimed at inspiring investors by hinting at adaptation to new technologies, the publication writes. But it came during a period of concern about the company, which lost one of its founders as co-CEO and is struggling to complete major acquisitions while facing a decline in revenue growth rates.
"Netflix is entering a period of reinvention," said Ben Barringer, head of technology research at investment firm Quilter Cheviot. "Every few years the company has a string of bad quarters, and this looks set to be no exception as it seeks to maintain its status as an innovator while the rest of the traditional media industry fights for second place."
"Certainly, the loss of Reed Hastings somewhat dims the company's luster, as he has played an important role in the past in reinventing the company and the product it offers to consumers. The company is looking at new types of content, such as video podcasts and short videos, but it has to fight YouTube for viewers' attention."