In 2025, Netflix will Generative AI (GenAI) in audiovisual work lower the age of the actor, Create advanced visual effectsand accelerate the creative processwithout compromising artistic quality. This transformation not only redefines the future of post-production, but also opens new possibilities for directors, screenwriters, and designers.
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During the third quarter of 2025, Netflix shared the following in a letter to shareholders: digital deaging In combination with technology that utilizes generative AI, volume capture technology. One of the most notable cases is happy gilmore 2one of the most anticipated original movies of the year.
“in happy gilmore 2our filmmakers used GenAI Eyeliner volume capture “Using technology to create flashback scenes, we digitally de-age the actors,” the company explained.
volume capture The bodies and faces of performers can be recorded in 3D, which, when combined with AI algorithms trained on archival footage, makes it possible to reconstruct younger versions of actors with a high level of realism. This technology avoids excessive make-up and the use of Kagemusha, paving the way for extending the lifespan of iconic characters.
How does generative AI benefit when creating visual effects?
Beyond de-aging, Netflix uses generative AI to: Optimize special effectsbuild a virtual environment, Speed up costume and visual design.
In the series billionaire bankerFor example, the creative team used GenAI during pre-production to more efficiently visualize what environments, character costumes, and overall atmosphere would look like. “These tools won’t replace our creators, but they will enable them to work faster, test more options, and achieve better visual results,” the company said.
The use of AI reduces render times, facilitates real-time artistic decision-making, and reduces costs associated with physical effects and complex sets.
How will Netflix protect creativity in the face of the use of AI?
One of the key questions in the entertainment industry is how to sustain it. artistic authenticity In a context where technology can dramatically change the creative process. Netflix does not intend for its approach to AI to replace writers, directors, or designers; enhance creativity.
“We believe AI can help us, help our creative partners and tell stories better, faster and in new ways,” Ted Sarandos, co-CEO of Netflix, said on the company’s earnings call.
The company also Official production guide Establish guidelines for responsible use of AI technology in content development for your team and partners. These guidelines are intended to ensure that technological tools serve as a complement to creativity, rather than a replacement for human judgment.
What other uses does generative AI have in the Netflix ecosystem?
Netflix is also looking to implement generative artificial intelligence in areas such as:
- Content localization: Automatic dubbing and subtitles with synthesized voice and lip sync.
- Creation of promotional materials: Generation of trailers, posters, and thumbnails tailored to each market.
- Personalize your experience: Recommendations and conversational search using natural language.
“These technologies give us more capable tools, increase productivity, accelerate innovation, and deliver better outcomes for our members, creators, and partners,” explains Gregory K. Peters, co-CEO of the company. With millions of behavioral data points, consumption habits, and cultural preferences, Netflix has a strong foundation for integrating AI in a meaningful and scalable way.
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