Netflix is reportedly experimenting with artificial intelligence (AI) tools in the content production process, according to a new Bloomberg report. The streaming giant is said to be testing video generation software from Runway AI, a New York-based AI company known for its advanced video models. However, the scope of its use within Netflix's production pipeline and specific applications remain unknown.
The report suggests that Netflix is assessing whether it is capable of integrating runway tools into production workflows, but it is not possible to see whether the company will use technology to generate an entire scene or to reduce visual effects (VFX) costs. It is also unclear whether these tools will be deployed during the post-production or editing stage.
The development follows a recent disclosure by Netflix CEO-CEO Ted Sarandos, and in a revenue call, the AI-generated video was used in the upcoming series The Eternaut. However, it became clear that the runway tools were not used in that particular project. This show serves as an example of how AI can speed up production and reduce costs compared to traditional VFX methods.
Walt Disney is also said to be exploring Runway's video generation software. The entertainment giant reportedly has internal discussions about the potential use of technology, but there is no current plan to incorporate it into content production.
Runway's AI tools have already found locations in other well-known projects. For example, Amazon's upcoming series House of David reportedly used a model from Runway to generate visual frames for selected scenes.
As major studios investigated the efficiency AI provides in filmmaking, the increasing adoption of such tools has sparked concerns across the industry. Many writers and actors raise ethical and professional concerns about the use of generator AI. Last year, The Writers Guild of America (WGA) urged studios and platforms like Netflix to take action against companies that train AI systems using copyrighted materials.
The news highlights the growing role of AI in reshaping content production, while also strengthening discussions about its long-term impact on the creative industry.
