Netflix Expands Use of Generative AI Across Platform and Productions

Netflix is expanding its use of generative artificial intelligence across its platform and productions, according to CNBC. The company described AI as a significant opportunity for improving recommendations, advertising, and creative work in its latest quarterly earnings report.

Netflix said machine learning and AI have long powered its content recommendations and production tools, but new generative models are now being integrated more widely. Recent examples include AI-assisted de-aging of characters in Happy Gilmore 2 and the use of AI for wardrobe and set design visualization in the series Billionaires’ Bunker.

CEO Ted Sarandos said on the earnings call that AI can enhance creative processes but cannot replace human storytelling. He added that the company is confident AI will help creators produce stories faster and in new ways.

The announcement comes as the entertainment industry continues to debate AI’s role in production. While Netflix focuses on behind-the-scenes applications, concerns persist among unions and artists about job impacts and data use in AI model training.