According to The Verge, Netflix has said that about 300 titles on its platform have used generative AI, most of which was used during post-production. The news was revealed in the streaming platform’s second-quarter earnings report, which was released on Thursday.
“Across the production lifecycle, from concept and pre-visualization through post and delivery, GenAI utilization by our creative partners is scaling quickly,” said the report. “In Q2, we expanded our AI-powered tools across the full advertising lifecycle, from planning and creative production to campaign management, optimization, and reporting.”
Per the report, Netflix said that, “we are leveraging AI to provide a more personalized, immersive and interactive experience for members, enhance ads capabilities for brands, and improve the quality of our series and films.” The report also provided examples of the titles available on its platform that used AI, such as Glory, Brazil 70: A Saga do Tri and The American Experiment. The production of these shows used AI to “create highly complex sequences”, including “enhanced crowds, historical battle sequences, and worldbuilding establishing shots.”
During the platform’s call with investors, co-CEO Ted Sarandos said that The American Experiment includes 17 minutes of “AI-enhanced footage,” claiming that they were produced “twice as fast and at half the cost of previous options.” He added that, “in many of the cases, productions would have left out those key shots because they just wouldn’t have been able to afford them. They wouldn’t have been able to do them in the timeframes that they’re working on.”
With Netflix acquiring Ben Affleck’s (Argo, The Town) AI startup and creating and AI animation studio, it is clear that the streaming platform has begun to heavily invest into AI as its capabilities continue to evolve. Netflix’s new Wonka’s The Golden Ticket reality show is also using an AI-generated voice for Gene Wilder.