Netflix Discusses AI Integration in Content Production

Netflix Co-CEO Ted Sarandos addressed the potential impact of generative video models like OpenAI's Sora 2, suggesting they may divert audiences from user-generated content. He emphasized that professionally produced series and films remain within the realm of human creativity.

Sarandos noted that AI content replacing existing user-generated content is understandable. However, he stressed that creating great works requires a great artist, and while AI can provide creatives with better tools, it does not automatically make one a great storyteller.

Music serves as a 'leading indicator' of AI's impact, according to Sarandos. AI-generated music has existed for some time and constitutes a small portion of total listening, yet artists like Taylor Swift remain highly popular. AI is primarily a tool for musicians to explore new directions.

Netflix views AI as a tool that can deliver value to creators and members, and is not concerned about AI replacing creativity. AI empowers creators to realize their visions and produce more impactful works.

The company recently issued guidelines for AI use and is leveraging AI and machine learning to fine-tune its user interface, place relevant ads, localize promotional assets, and improve various functions.