{"id":242109,"date":"2025-10-21T23:06:07","date_gmt":"2025-10-21T23:06:07","guid":{"rendered":"https:\/\/www.newsbeep.com\/us\/242109\/"},"modified":"2025-10-21T23:06:07","modified_gmt":"2025-10-21T23:06:07","slug":"ai-poses-threat-to-some-content-ted-sarandos-says","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/us\/242109\/","title":{"rendered":"AI Poses Threat To Some Content, Ted Sarandos Says"},"content":{"rendered":"

\n\tAddressing the potential threat to Netflix<\/a> posed by generative video models like OpenAI\u2019s Sora 2<\/a>, Netflix Co-CEO Ted Sarandos<\/a> said it is more likely to pull audiences away from user-generated video.<\/p>\n

\n\tProfessionally produced series and films, as well as other works of art, will remain the province of human creativity, Sarandos maintained during the company\u2019s third-quarter earnings<\/a> interview.<\/p>\n

\n\t\u201cAI<\/a> content replacing viewing of existing user-generated content, that starts to make sense,\u201d he said. At the same time, he added, \u201cIt takes a great artist to make something great. Writing and making shows and films well is a rare commodity, and it\u2019s only done successfully by very few people. So, AI can give creatives better tools to enhance their overall TV movie experience for our members. But it doesn\u2019t automatically make you a great storyteller if you\u2019re not.\u201d<\/p>\n

\n\tMusic is a \u201cleading indicator\u201d of AI\u2019s impact, in Sarandos\u2019 view. \u201cAI generated music has been around for a long time, and there\u2019s a lot of it,\u201d he said. \u201cAnd it\u2019s a pretty small part of total listening, and established artists like Taylor Swift continue to be more popular than ever. So even in a world filled with AI music, AI seems to be mostly a tool for musicians to take their sound in new directions.\u201d<\/p>\n

\n\tRELATED: Despite \u2018KPop Demon Hunters\u2019 B.O. Success, Ted Sarandos Says Strategy Remains \u201cExclusive First Run Movies On Netflix\u201d<\/a><\/p>\n

\n\tIn its quarterly letter to shareholders, the company held forth on the ways that AI is going to, as Sarandos put it, \u201chelp us and help our creative partners tell stories better, faster, and in new ways.\u201d<\/p>\n

\n\tHollywood has been on edge about Sora 2<\/a> given Open AI\u2019s decision to initially force copyright holders to opt out of having their work used to train the model. Major talent agencies, unions and trade groups have voiced their objections and last week the estate of Martin Luther King Jr. reached an agreement with OpenAI to pause videos featuring King. Breaking Bad star Bryan Cranston said in a statement<\/a> via SAG-AFTRA on Monday he was \u201cdeeply concerned\u201d by videos featuring him spreading across Sora, but came to appreciate the guardrails OpenAI has begun to erect.<\/p>\n

\n\tAs Netflix embraces AI in some of its operations, Sarandos emphasized, \u201cWe\u2019re not chasing novelty for novelty\u2019s sake here, and we\u2019re investing in what we believe delivers value for creators and members alike. So we\u2019re not worried about AI replacing creativity, but we\u2019re very excited about AI creating tools to help creativity.\u201d<\/p>\n

\n\tMost of the \u201cProduct + Innovation\u201d section of the shareholder letter was taken up by paragraphs about AI, with the company expressing a strikingly optimistic outlook on its impact. In addition to production, the company said it uses AI and machine learning already to fine-tune its user interface, place relevant ads on shows across its subscriber footprint, localize promotional assets and improve other functions.<\/p>\n

\n\t\u201cGiven our significant data assets and at-scale products and business processes, we are very well positioned to effectively leverage ongoing advances in AI,\u201d the letter said. \u201cWe believe Generative AI presents a significant opportunity for us to deliver benefits to our members, creators, and business.\u201d<\/p>\n

\n\tAs Netflix and other major media and tech companies navigate through a period of anxiety about AI in the creative community, the shareholder letter declared the technology is \u201cempowering\u201d for creators. GenAI tools can \u201chelp them achieve their visions and deliver even more impactful titles for members,\u201d the letter continued. \u201cFor example, in\u00a0Happy Gilmore 2, filmmakers used GenAI coupled with ML and Eyeline\u2019s proprietary volumetric capture technologies to de-age characters during the opening flashback scene. And the producers of\u00a0Billionaires\u2019 Bunker used various GenAI tools during pre-production, including for pre-visualization to explore wardrobe and set designs.\u201d<\/p>\n

\n\tNetflix recently issued guidelines for the use of AI in production, the letter recalled.<\/p>\n

\n\tCo-CEO Greg Peters also weighed in on the topic during the earnings interview. <\/p>\n

\n\t\u201cOur thinking about AI hasn\u2019t really changed over a decade and a half or more,\u201d he said. \u201cWe\u2019ve had a long history of developing machine learning and AI solutions. We\u2019ve got a deep technology DNA. We\u2019ve got significant data assets, scaled consumer products, scaled business processes \u2013 all of that, we think, enables us to have the opportunity to leverage new technical capabilities as they come online. And that\u2019s our job. We are engaging proactively to do so.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Addressing the potential threat to Netflix posed by generative video models like OpenAI\u2019s Sora 2, Netflix Co-CEO Ted…\n","protected":false},"author":2,"featured_media":242110,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[45],"tags":[182,181,507,8084,217,117130,34086,74,77953],"class_list":{"0":"post-242109","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-artificial-intelligence","8":"tag-ai","9":"tag-artificial-intelligence","10":"tag-artificialintelligence","11":"tag-earnings","12":"tag-netflix","13":"tag-sora-2","14":"tag-techline","15":"tag-technology","16":"tag-ted-sarandos"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/242109","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/comments?post=242109"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/242109\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media\/242110"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media?parent=242109"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/categories?post=242109"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/tags?post=242109"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}