Netflix is no longer afraid to say it: artificial intelligence will be an integral part of its future. In its third quarter letter to shareholders, the platform claims to be “ very well positioned to take advantage of rapid advances in AI “. For the company, it is not a question of entrusting creation to algorithms, but of offering artists more powerful tools.
AI invites itself onto the sets
« It takes a great artist to create a great work », recalled Ted Sarandos, co-CEO of the group, during the conference which followed the results. “ AI may offer better tools to enrich the TV or movie experience, but it won’t make you a great storyteller if you aren’t already. » It feels better saying it.
The manager is confident: “ We are not afraid that AI will replace creativity “, he insisted to investors. “ We believe it can help our partners tell stories better, faster and differently. » A conviction shared throughout Hollywood? Not yet. But Netflix seems determined to show that, in the future of entertainment, artificial intelligence will remain at the service of humans… for now, at least.
Netflix is already experimenting with the technology on its productions. The service integrated AI-generated images into the Argentinian series for the first time The Eternautto simulate the collapse of a building. Work done ten times faster than with traditional tools, according to Sarandos The creators of Happy Gilmore 2 used an AI-based “de-aging” system to rejuvenate the characters in the opening scene, while the producers of Billionaires’ Bunker used it from pre-production, to test outfits and sets before filming.
Netflix says it wants to regulate these uses. The company recently published recommendations for its partners to ensure “responsible” use of the new tools. At the same time, its teams are testing AI functions intended for the public: AI search in the catalog, automatic translation and adaptation of trailers according to languages… with sometimes more or less convincing results!
Financially, Netflix remains on an excellent trajectory with quarterly revenues of $11.5 billion (up 17% year-on-year). The net profit is just as comfortable, reaching 2.55 billion. The platform hopes for further progress in the fourth quarter which will be driven by the last season of Stranger Thingsand future releases by Guillermo del Toro, Kathryn Bigelow and Rian Johnson. The advertising segment, launched less than three years ago, is expected to more than double its revenues in 2025.
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