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- Netflix admits using generative AI in the post-production of around 300 titles to create …
Netflix admits using generative AI in the post-production of around 300 titles to create …
Netflix has revealed that around 300 titles on its platform used generative AI during post-production. The US-based streaming giant noted that AI was used in these titles to create elements such as “enhanced crowds, historical battle sequences, and worldbuilding establishing shots.”The streaming service disclosed the figure in its second-quarter earnings report, saying it is “increasingly leveraging these tools to deliver higher quality output more quickly and at a lower cost.”The company said most of the AI use took place in post-production. It cited Glory, Brasil 70: A Saga do Tri, and The American Experiment as examples of titles that used the technology to produce complex visual sequences.
How AI use is expanding across Netflix productions
The disclosure follows comments made last year by Netflix co-CEO Ted Sarandos, who said the company used generative AI to create a scene in the sci-fi series The Eternaut because it was faster and cheaper than traditional production methods.Netflix has also expanded its AI efforts in other areas. The company has acquired Ben Affleck’s AI startup, established an AI animation studio, and is using the AI-generated voice of Gene Wilder in its upcoming reality show, Wonka’s The Golden Ticket.Alongside its AI disclosure, Netflix reported revenue of $12.56 billion for the second quarter and said it remains on track to double its advertising revenue to $3 billion.In its letter to shareholders, the company addressed concerns about viewer engagement following reports that some series were experiencing lower audience retention in later seasons.The company said “time spent is just one aspect of strong engagement,” adding that “quality and variety also matter.” It also said subscribers watched more than 97 billion hours of content, up 2% year over year, according to its latest What We Watched report.Netflix also announced that it will publish the What We Watched report once a year instead of twice.The company has continued expanding its content offerings as it competes with free video platforms. Over the past year, it has introduced video podcasts, TikTok-style clips, and announced plans to stream videos from digital media brands such as BuzzFeed. Earlier this month, The Wall Street Journal reported that Netflix is also considering adding always-on channels.
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