Netflix: 300 AI-Enhanced Programs in 2023

Netflix and the Rise of AI in Audiovisual Production

Last year, Netflix took a bold step by announcing that it was integrating artificial intelligence into the creation of some of its content. Today, the company reveals that generative AI has been used in approximately 300 of its programs this year. This usage primarily focuses on production, and more specifically, post-production. This information was shared as part of Netflix's recently published second-quarter earnings report. Ted Sarandos, co-CEO of Netflix, highlighted this technology as a means to accelerate workflows, reduce costs, and enable the creation of shots that would otherwise be inaccessible.

Sarandos explained that, in many cases, productions would have had to forgo certain key sequences due to budget or time constraints. Thanks to generative AI, these sequences can now be integrated. Among the titles that have benefited from this technology are "Glory," a sports thriller set in India, as well as the documentary series "The American Experiment." Sarandos emphasized that content creators for Netflix are using AI to design complex shots and sequences.

AI: A Creative Tool, Not a Replacement

Sarandos stressed that AI is viewed as a creative aid rather than a substitute for human talent. He asserted that major films continue to rely on human artists and that AI merely provides better tools for creators to realize their visions. Netflix has gradually adopted AI in areas such as content discovery, advertising, and animation production. In March, the streaming giant acquired InterPositive, a company founded by Ben Affleck, which aims to equip filmmakers with AI tools throughout the production process.

Tensions Surrounding AI in Hollywood

The year 2023 has been marked by strikes from workers, writers, actors, and other professionals in the entertainment industry, in response to the growing threat of AI to creative jobs and copyright issues. Since then, film and television studios, as well as artists, have opposed the rapid evolution of AI technology.

A striking example is the backlash against AI-generated performers, such as Tilly Norwood, fueled by fears of worker replacement, unauthorized use of human performances, and a lack of authentic emotional depth. Some major studios and unions have banded together to oppose AI video generators that could replace traditional video production. A recent change in the contract for voice actors for the animated series "Peppa Pig" sparked protests after Hasbro requested that actors relinquish their rights for the use of their voices by AI.

AI Behind the Scenes: A Quiet but Crucial Support

So far, no big-budget film or television series has been entirely created by AI or featured fully AI-generated performers. However, the use of technology behind the scenes, as Netflix does, is considered the most significant application in the entertainment sector. A.K. Pradeep, CEO and founder of SensoriAI, who has worked on television productions in India, supports this idea.

Pradeep stated that Netflix is striving to catch up by doing this unglamorous yet essential work. While it may seem unappealing, "shows succeed or fail based on production, camera work, sound, and good direction," he explained. AI can be used to make quick technical decisions, allowing directors to focus on the big picture. "Who should the camera focus on and when? What angles are best? What do audience data tell us about what worked and what didn’t? These are all things that AI can do well, and it can make the difference between the next big hit and a flop," he added.