Netflix внедряет ИИ для поддержки креативных идей создателей контента Translated headline: Netflix implements AI to support creators creative ideas

Netflix is set to leverage generative artificial intelligence to enhance its platform, as mentioned in a letter to shareholders.

The technology will assist in improving recommendations, content production, and increasing advertising efficiency. Netflix plans to equip filmmakers and series creators with a suite of AI tools designed to bring their creative visions to life.

The company has already been actively employing AI. In «Happy Gilmore 2,» neural networks were utilized to «de-age» characters. Meanwhile, in the series «Billionaire Bunker,» AI tools were used during pre-production for costume and set design refinement.

However, there are concerns within the entertainment industry that artificial intelligence could lead to job losses for individuals. Netflix CEO Ted Sarandos disagrees, asserting that the technology will not replace creativity but will instead enable storytelling to be done «better, faster, and in new ways.»

The anxiety surrounding AI became a major factor in the Hollywood actors’ strike during the summer of 2023. The SAG-AFTRA union successfully negotiated terms within its agreement with producers to protect artists’ rights concerning the use of artificial intelligence.

In response to these concerns, Netflix released a guideline for content creators detailing the principles of responsible AI tool usage.

It’s worth noting that in May, the company introduced a new search function powered by generative artificial intelligence from OpenAI.