Netflix Adopts Generative AI as Hollywood Stays Divided

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Netflix steps into the AI era while Hollywood questions where creativity truly belongs.

Netflix is stepping confidently into the world of artificial intelligence, even as Hollywood remains unsure about its future. In its latest quarterly report, the streaming giant shared that it is “well positioned to make the best use of new advances in AI.” The company believes this technology can change how stories are created and shared.

However, Netflix says AI will never replace human creativity. CEO Ted Sarandos made it clear during the company’s earnings call that great stories will always need great storytellers. “It takes a great artist to make something great,” he said. “AI can help make the process smoother, but it can’t replace creativity.”

Netflix has already used AI in a few of its projects. In the Argentine series The Eternaut, AI helped create a scene where a building collapses. In Happy Gilmore 2, it was used to make actors look younger in the opening scene. Another project, Billionaires’ Bunker, used AI to design sets and costumes before filming started.

Sarandos said AI can help creators tell stories faster and in new, exciting ways. But not everyone in the industry agrees. Many actors and artists are worried that AI might one day take their jobs or use their work without permission.

The debate grew louder after OpenAI released its Sora 2 model, which can make realistic videos and voices. This raised new concerns about deepfake videos of famous actors.

Even with all the debate, Netflix seems ready to move forward. The company believes AI will help shape the future of entertainment, not replace the people behind it.