Streaming giant Netflix has begun utilizing generative artificial intelligence software to recreate special effects in its productions, with its first experiment involving the series *L’eternauta*, according to a Bloomberg report. The AI tools have reportedly enabled the company to save time and costs compared to traditional methods.
Netflix has reportedly invested in Runway AI, a startup developing video-generation technology that competes with offerings from OpenAI and Google. Disney has also explored the field, selecting Runway AI for limited testing. Notably, Disney filed a lawsuit in mid-June against another AI startup, Midjourney, alleging copyright infringement in creating images based on licensed content including *Star Wars*, *The Simpsons*, *Shrek*, and *Minions*.
Netflix’s co-CEO Ted Sarandos reportedly confirmed the AI usage during a shareholder meeting last Thursday. As cited by Bloomberg, Sarandos highlighted the technology’s role in depicting a building collapse in the Argentine series *L’eternauta*. To date, Runway AI has secured $545 million in investor funding, including a $308 million financing round earlier this year.
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