At a time when artificial intelligence (AI) technologies are increasingly being used in the film industry, Netflix leadership evaluates this process positively. According to the platform’s executive director Ted Sarandos, AI is becoming an important tool not only for cost reduction but also for improving film quality. This was reported by Pravilamag.
“We view AI as a supportive tool to help creators make films and series not cheaper, but better. This is real creativity carried out by real people, only with better technology,” said Sarandos.
One example is Netflix’s recently released series “Eternaut”. Some parts of this series, including a scene of a building’s destruction in Buenos Aires, were created using generative AI. This not only saved time (10 times faster than the regular process) but also made the visual effects more precise and impactful.
Netflix emphasizes that such methods significantly improve the quality of low-budget films and series. Creative teams were satisfied with the final product, and the audience received it warmly.
AI technologies are seen not as a replacement for human creativity, but as a supportive tool. As Sarandos noted, directors, screenwriters, and other creatives are using AI technologies to tell stories on screen in a more expressive and comprehensive way.
However, not everyone supports this approach. For example, there was controversy around the film “Brutalist” after it became known that some scenes featuring Adrien Brody were enhanced using AI, which sparked various public reactions. Read 'Zamin' on Telegram!
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