Netflix has announced it is “all in” on generative AI, integrating the technology into content creation for various shows. The company is using AI for visual effects and pre-production tasks, differentiating its approach from the more cautious stance within the entertainment industry.
For the series The Eternaut, Netflix used AI to create a building collapse scene, a method described as more cost-effective than traditional techniques. The company also utilized AI in Happy Gilmore 2 to make characters appear younger. These applications are part of a broader strategy to integrate AI throughout its operations, including advertising and personalized recommendations.
Netflix has implemented specific guidelines for its production partners regarding the use of AI. Partners are required to disclose their intended use cases and must avoid replicating copyrighted material. Additionally, legal approval is necessary when AI output includes final deliverables or the likenesses of talent. This policy aims to ensure responsible use of the technology in its productions.
