Overview
- Co-CEOs Ted Sarandos and Greg Peters told investors Netflix is expanding GenAI across the business, positioning the tech to boost efficiency without replacing human storytellers.
- Recent productions have used GenAI for specific tasks, including de‑aging in Happy Gilmore 2, a collapsing building shot in The Eternaut, and pre‑vis for wardrobe and sets on Billionaires’ Bunker.
- New production guidance requires partners to disclose planned AI use, avoid replicating copyrighted material, use secure enterprise tools, and obtain approvals for likeness use or AI outputs in final deliverables.
- On the product side, Netflix is beta‑testing conversational search for natural‑language discovery, using AI to localize promotional assets, and planning AI‑driven ad placements with trials of new ad formats by 2026.
- Sarandos said AI content may dent user‑generated video more than professional films and series, as unions and talent such as SAG‑AFTRA and Bryan Cranston call for stronger guardrails and figures like Guillermo del Toro voice opposition.