The problem currently facing the world — this one — isn’t going away anytime soon. In fact, companies like Netflix are only speeding up the artificial intelligence indoctrination when it freely admits to using the technology on ‘roughly 300’ titles this year alone. We said this was going to be a problem and, well, here we are.
Ok Netflix, generate a movie
“In 2026, GenAI workflows have been used in roughly 300 of our titles, with the largest concentration of work in post-production,” reads the streamer’s recent shareholder letter. “We are increasingly leveraging these tools to deliver higher quality output more quickly and at a lower cost than traditional methods.” Awesome!
That was sarcasm. It is actually the opposite — not awesome. We’re particularly sceptical of the “higher quality” bit, because Netflix’s content has been on a downward slope ever since it dropped 1899 to prop up whatever those later Witcher seasons were. Honestly, though, not even AI can screw that one up even more.
Read More: Netflix eyes traditional TV-style channels as engagement slows
Netflix didn’t list all 300 instances of AI across its productions, but it did give us a hint. Glory (India), Brasil 70: A Saga do Tri (Brazil), and The American Experiment (US) all used AI in some form. Netflix notes the tech was used to create establishing shots, enhanced crowds, and historical battle sequences. Surprisingly, only one of those (Glory) isn’t a documentary. That’s… not a good thing. If we’re going to let AI loose, let it be on fiction.
Realistically, using AI to create a more realistic crowd simulation isn’t the end of the world, even if its use in any art is dubious. What’s more concerning is the future of the technology. What happens when Netflix inevitably hits another wall and looks for more ways to reduce costs? Are AI-generated actors and scripts off the table? If they aren’t… it makes you wonder what we’re paying Netflix for beyond a few servers and a decent app.
