Netflix is currently exploring the integration of artificial intelligence (AI) tools in its content creation process. The California-based streaming service is testing video tools developed by Runway AI, though details on how these tools will be utilized remain unclear. This development follows recent comments from the company’s co-CEO regarding the use of AI-generated videos in the series The Eternaut.
A report from Bloomberg indicates that Netflix is assessing the potential application of Runway AI’s technology within its production processes. Sources familiar with the situation suggest that the streaming giant is evaluating whether the AI’s video generation capabilities align with its workflow for content development.
The specifics of how Netflix plans to implement these tools have not been disclosed. It is unclear whether the streaming platform intends to create entire scenes using AI or if the focus is on reducing visual effects (VFX) costs. Furthermore, it remains uncertain whether Runway’s AI technology will also be applied to post-production and editing phases.
Walt Disney is another major player reportedly testing Runway’s video generation tools. While discussions have occurred regarding the technology, sources indicate that Disney does not intend to incorporate the AI software into its regular content production workflow.
The introduction of AI-generated tools is gradually gaining traction in Hollywood. Netflix’s co-CEO Ted Sarandos recently highlighted the benefits of using AI videos for The Eternaut, noting that it was a quicker and more cost-effective alternative to traditional VFX methods. However, it is important to note that the AI tools from Runway were not employed in the production of this particular show. Additionally, Amazon’s House of David has utilized Runway’s AI video models to generate specific frames for certain scenes.
As the industry begins to embrace AI-driven video generation, there remains significant resistance from actors and writers, who have raised concerns about the technology’s role in filmmaking. Last year, the Writers Guild of America (WGA) called on major studios and Netflix to take decisive legal steps against any entity that has utilized its members’ works in training AI systems.
