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Artificial intelligence is everywhere, from Social media feeds to General AI slopeand increasingly in streaming video entertainment.
In its quarterly report Message to shareholders Netflix on Tuesday noted the “huge opportunity” it sees in the use of generative AI, so get ready for more of it.
The streaming giant has provided some examples it’s proud of, such as de-ageing characters in the opening flashback scene of Happy Gilmore 2, and pre-production work exploring wardrobe and laying out design ideas for Billionaire’s Bunker. It also wants to use AI to experiment with new ad formats.
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“We are empowering creators with a broad range of GenAI tools to help them realize their vision and deliver more impactful titles to members,” Netflix said in the letter.
Netflix also announced that it’s beta testing a “conversational search experience” to let you use natural language to explore its catalog of movies and TV shows that might hit the spot.
The company continued to be encouraging in its earnings call with analysts. “We’re confident that AI will help us and our creative partners tell stories better, faster, in new ways — and we’re all in on it,” said Ted Sarandos, CEO of Netflix. According to CNBC.
AI can enhance content production, but it “can’t automatically make you a great storyteller if you’re not one,” Sarandos added.
Sensitivities around AI tools
Netflix’s embrace of generative AI is not happening in a vacuum. AI video generators They are rapidly improving and becoming more common, and Hollywood is coming to terms with artificial intelligence. Copyright issues are a minefield, including in creation A work of art.
Netflix recognizes the concerns and criticism and addresses them in its own way Guidelines for the use of generative artificial intelligence. “Given the sensitivities surrounding the use of these tools and the evolving legal landscape, it is essential to act responsibly when using generative workflows,” the company noted.
But skeptics are concerned about the direction Netflix is headed.
Alan Sepinwall, television critic for What is Alan watching?He says the uses of generative AI mentioned in the shareholder letter are a bad omen for both Netflix audiences and Hollywood creatives.
“As a search or recommendation engine, AI is unreliable at best, and wildly incorrect at worst,” Sepinwall said in an email to CNET. “It will give people viewing suggestions that they will hate.”
He said it is not better as a creative tool.
“Anyone looking to do something with even the faintest spark of originality — and give the audience something that doesn’t feel like a washed-out version of something they’ve seen a million times before — would do well to stay away.”