How long will it be before Netflix subscribers are starting to see movies and television programs made with generative AI technology? According to CEO Ted Sarandos, it has already happened.
During a telephone video after the announcement of Netflix’s income on July 17, Sarandos asked questions, one of which was focused at the time and the way the streaming company will generate content with artificial intelligence tools.
Surprisingly, Sarandos said that the company had already done it, during an Argentinian science fiction program called El Eternauta, an adaptation of Novel graphic known as Eteraut in English markets. For a scene showing a building to collapse in Buenos Aires, the Netflix technological team worked with filmmakers to generate IA images that have been used as final sequences.
Sarandos revealed that it was the first time that Netflix has used an AI genetive for final images in any television program or film he produced.
“We remain convinced that AI represents an incredible opportunity to help creators improve films and series, not just cheaper,” said Sarandos in the call. “Real people do real work with better tools,” he added.
The chief of Netflix said that the program’s budget would never have made it possible to create images like this with traditional visual effects and workflow tools, and that it was produced 10 times faster than it would have been. “They were able to obtain an astonishing result with a remarkable speed,” said Sarandos.
The filmmakers, he said, already use AI for the preview and planning of shots as well as visual effects such as the inconvenience. The company also plans to continue to extend its use of AI to continue to improve the recommendations and other features offered to subscribers.
El Eternauta has already been renewed for a second season and has received positive criticism.
A change in industry streaming
The revelation of Netflix’s surprise is in accordance with the frequent early adoption of new technologies by the company.
“Netflix Use of AI for final images in El Eternauta is not entirely surprising given its history of adoption of new technologies early – from streaming to recommendations focused on algorithms to interactive content,” said Kate O’Neill, founder of Ko Insights and author of What Matterst, told Cnet.
O’Neill was also the first Netflix content manager.
“What is remarkable is the way the CEO with a fact, Ted Sarandos, revealed it, suggesting that they consider it a natural evolution rather than a moment in the watershed,” said O’Neill.
O’Neill predicts that with the speed of AI development and the economic pressures that the streaming content services are under, the use of AI tools in this way could become current from 18 to 24 months. “Technology evolves faster than the legal and ethical frameworks necessary to govern it,” she said.
Some of these ethical and legal issues include data on AI models on which intellectual property is raped, not to mention the widespread AI effect can have on an industry industry, craftsmen and digital workers.
“Although AI can democratize access to sophisticated visual effects, we need transparency on how these tools are formed and if they incorporated the equipment protected by existing copyright,” explains O’Neill.
