Netflix has recently started using AI to create special effects in its productions, marking a significant change in the entertainment industry. The company used AI technology from the startup Runway AI to create a scene in the Argentine show El Eternauta where a building collapses. This process was completed ten times faster and at a lower cost compared to traditional methods. Co-CEO Ted Sarandos explained that AI is being used as a tool to enhance the creativity of filmmakers, helping them achieve ambitious visuals more efficiently.
Runway AI’s tools, like Gen-3 Alpha, allow filmmakers to generate high-quality video from simple text prompts. This is especially useful for smaller productions with tight budgets, as it makes advanced visual effects accessible to projects that would usually not have the resources to afford such technology. This shift in how special effects are created could open up new creative possibilities and lower production costs, making it easier for independent filmmakers to create high-quality content.
While Netflix is fully embracing AI in its production pipeline, other companies like Disney are taking a more cautious approach. Disney has reportedly tested Runway AI’s tools but has not yet fully integrated them into their productions. This reflects ongoing concerns within the industry about the ethical implications of using AI, including fears of job displacement and issues with intellectual property rights. The debate is still ongoing, as many in the industry are trying to balance the benefits of AI with its potential risks.
Despite these concerns, Netflix’s adoption of Runway AI signals a major shift in how content is being created. The ability to use generative AI to produce high-quality video content quickly and affordably is likely to revolutionise the entertainment industry. It opens up new ways of working that were previously only possible for big-budget studios, giving smaller productions a chance to compete with larger companies.
Netflix’s decision to use AI in film production shows how technology can improve creativity and efficiency in the entertainment industry. As more companies explore the use of AI tools like Runway, we may see a future where high-quality special effects are available to all kinds of filmmakers, regardless of their budget. However, as the industry adapts, there will need to be careful consideration of the ethical issues surrounding AI in creative fields.
