How Netflix thinks AI can help it fight off rivals in the 'most competitive time in the history of media'

In a recent interview with POLITICO, Netflix Co-CEO Ted Sarandos shared his perspective on the evolving role of artificial intelligence in the entertainment industry. He emphasized that while AI can enhance production processes, it cannot overshadow the importance of quality content. "I don't think faster and cheaper matters if it's not better," Sarandos remarked, highlighting the competitive nature of today's media landscape. As the battle for viewer attention intensifies, AI startups are increasingly emerging in Hollywood, offering tools that range from special effects to content generation. One notable acquisition by Netflix was InterPositive, an AI firm co-founded by actor Ben Affleck, which aims to support filmmakers with advanced technology. Sarandos pointed out that AI should serve as a tool for creators, similar to the evolution of production technologies over the years. He acknowledged the potential benefits of AI in tasks like editing and production but stressed that compelling storytelling requires the artistic touch of writers, actors, and technical staff. Voice acting, in particular, remains an area where human talent is irreplaceable, according to Sarandos. "The most crucial aspect of dubbing is the performance, and great voice actors are essential," he explained. Although AI may present a cost-effective solution, the lack of human performance could degrade the overall quality of productions. Looking ahead, Sarandos expressed optimism about AI's capabilities in voice work, suggesting that it could facilitate the re-recording of lines long after a project is completed. This innovation could streamline the filmmaking process and enhance the final product, making it an exciting development in the realm of entertainment.