BMA has learnt that Netflix is experimenting with artificial intelligence (AI) tools in its content creation process. According to recent reports, the streaming service is utilising video production tools from Runway AI, although specific details about their application remain unclear. This news follows comments from one of Netflix’s co-CEOs during an earnings call, revealing that AI-generated videos had been integrated into the series The Eternaut. Walt Disney is also reported to be exploring the same AI tools for their productions.
A Bloomberg report indicates that Netflix has started testing Runway AI’s content production tools. Citing unnamed sources, the report suggests that the streaming giant is evaluating the compatibility of Runway’s video generation software with its existing production processes.
Details on whether Netflix intends to utilise the technology for complete scene generation or to reduce VFX expenses are not clearly outlined. Furthermore, it is unclear if Runway’s AI tools will be incorporated into post-production and editing procedures.
Walt Disney is mentioned as another studio in discussions regarding Runway’s video generation capabilities. While the company has considered this technology, it reportedly does not plan to embed it into its content production workflows.
As AI-generated tools slowly gain traction in Hollywood, resistance from actors and writers persists. Netflix co-CEO Ted Sarandos highlighted the efficiency and cost-effectiveness of AI videos for The Eternaut. However, Runway’s tools were not employed for that specific project. Meanwhile, Amazon’s House of David has incorporated Runway’s AI models to generate scenes within certain segments.
The integration of AI in filmmaking continues to provoke debate, with the Writers Guild of America (WGA) calling on major studios, including Netflix, to take a firm stance against any company using their members’ works to train AI systems.
