Netflix reportedly experiments with artificial intelligence in its content creation process, specifically testing video tools developed by Runway AI.
According to a Bloomberg report citing sources familiar with the issue, streaming platforms are evaluating whether Runway's video generation software fits into the production workflow.
However, the exact extent of its usage remains unknown.
It is unclear whether Netflix intends to use AI software to generate a complete scene or simply reduce visual effects (VFX) costs, but it appears that the company is investigating how technology can streamline post-production tasks. “It has not been revealed whether Netflix uses Runway's AI tools to generate videos,” the report states.
Netflix is not alone in this exploration.
Walt Disney is also said to appreciate the runway capabilities. According to Bloomberg, the Entertainment Conglomerate is discussing the technology, but at the moment they are not intending to integrate it into production operations.
Interest in AI-generated videos is slowly growing in Hollywood.
Netflix's CO-CEO Ted Sarandos recently revealed in a revenue call that artificial intelligence was used to generate video content for the show The Eternaut. He emphasized that the process is “faster and cheaper than traditional VFX.” However, the report revealed that the runway AI tools are not being used in the project.
Runway's technology is being adopted in Amazon's upcoming show House of David, with the AI video model contributing to the generation of specific scene frames.
Despite growing industry interest in AI-driven tools, they remain the point of competition.
Many writers and actors continue to raise concerns about the use of such technologies. In 2023, Writers Guild of America (WGA) called on major studios and platforms like Netflix to pursue legal action against companies that use member work to train AI systems.
