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Netflix is "all in" connected leveraging generative artificial quality connected its streaming platform, according to the company, arsenic AI continues to marque its mode into mainstream entertainment.
The comments came from Netflix's net study Tuesday, which highlighted AI arsenic a large absorption for the world's largest streaming work by subscriber count.
"For galore years now, [machine learning] and AI person been powering our rubric recommendations arsenic good arsenic accumulation and promotion technology," Netflix said successful a letter to shareholders.
Netflix added that generative AI presents a "significant opportunity" crossed its streaming platform, including improving its recommendations, ads business, and movies and TV content.
"We're empowering creators with a wide acceptable of GenAI tools to assistance them execute their visions and present adjacent much impactful titles for members," it said.
Netflix provided caller examples of this, noting that successful its precocious distributed movie Happy Gilmore 2, it utilized generative AI tools to assistance de-age characters. Meanwhile, producers for the Netflix bid Billionaires' Bunker person utilized assorted generative AI tools during pre-production to research wardrobe and acceptable designs.
Concerns of AI replacement
Netflix's comments travel amid broader concerns successful the amusement and creation satellite regarding the imaginable for AI to regenerate quality workers and the technology's usage of human-made content.
Speaking during an net call, Netflix CEO Ted Sarandos seemingly addressed those issues, noting that AI tin heighten the wide TV and movie experience, but "can't automatically marque you a large storyteller if you're not."
"We're assured that AI is going to assistance america and assistance our originative partners archer stories better, faster and successful caller ways — we're each successful connected that," Sarandos said. He added: "We're not disquieted astir AI replacing creativity."
However, galore successful the amusement manufacture stay skeptical of AI and its increasing beingness successful media.
An upstart accumulation workplace called Particle6 precocious faced monolithic backlash for its program to create, design, negociate and monetize AI-generated actors and talent, including from the media national SAG-AFTRA.
SAG-AFTRA antecedently led a important actors' onslaught successful July 2023, amid a broader bid of Hollywood labour disputes that saw concerns astir the usage of artificial quality brought to the forefront.
The onslaught lasted implicit 100 days earlier a tentative statement was reached betwixt SAG-AFTRA and the Alliance of Motion Picture and Television Producers, which included the constitution of contractual AI protections for movie and TV performers for the archetypal time.
To further promote the liable usage of specified AI tools, Netflix precocious released a caller AI-focused accumulation guidance aimed astatine its creators.
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