Netflix goes ‘all in’ on generative AI as entertainment industry remains divided
The streaming giant emphasises generative AI as a tool not a substitute for artistry, even while deploying it for VFX, search, ad formats and content localisation pushed by recent advances in AI.
Netflix has declared itself ‘all in’ on generative artificial intelligence (GenAI), signalling a significant commitment to embedding AI across its business, from production and VFX to search, advertising and user-experience, according to a recent investor letter and earnings call.
Co-CEO Ted Sarandos emphasised that while AI will be widely used, it is not a replacement for the creative talent behind Netflix’s original shows. ‘It takes a great artist to make something great,’ he remarked. ‘AI can give creatives better tools … but it doesn’t automatically make you a great storyteller if you’re not.’
Netflix has already applied GenAI in production. For example, in The Eternaut, an Argentine series in which a building-collapse scene was generated using AI tools, reportedly ten times faster than with conventional VFX workflows. The company says it plans to extend GenAI use to search experiences (natural language queries), advertising formats, localisation of titles, and creative pre-visualisation workflows.
However, the entertainment industry remains divided over generative AI’s role. While Netflix embraces the tools, many creators and unions continue to raise concerns about job displacement, copyright and the erosion of human-centred storytelling. Netflix is walking a line of deploying AI at scale while assuring audiences and creators that human artistry remains central.
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