Netflix is now stepping into the world of AI-driven video creation. According to a recent report, the streaming giant has started testing Runway’s advanced AI video tools to evaluate their potential for film and show production. This development comes just days after Netflix co-CEO Ted Sarandos confirmed the use of AI-generated visuals in the series The Eternaut. While the tools used in that instance were not Runway’s, the company’s growing interest in AI is now being closely watched across the industry.
The report suggests that Netflix is not yet fully committing to AI-generated scenes but is currently assessing how Runway’s technology can be integrated into its existing workflow. Whether the AI tools will be used for post-production editing, visual effects, or even to generate entire sequences remains unclear. What is evident, however, is that Netflix is exploring cost-effective and time-saving methods to boost production efficiency without compromising creative quality.
Runway has already gained attention in Hollywood circles. Amazon’s House of David reportedly used Runway’s video generation tools in certain scenes. The AI model created individual frames that were blended into the final footage, showcasing how this technology can supplement traditional filmmaking methods. Runway’s popularity stems from its ability to generate realistic video segments from text prompts or reference images, offering creators new ways to visualise ideas before even shooting a single frame.
Walt Disney is also reportedly testing Runway’s tools, although it currently has no plans to formally adopt the software. This cautious approach reflects the ongoing debate in the entertainment industry about the role of AI in creative work. While the potential benefits are significant, including faster turnaround times and reduced VFX costs, there are also growing concerns around the ethical implications. Last year, the Writers Guild of America raised alarms about studios using copyrighted material to train AI models and urged legal safeguards to protect creative work.
For Netflix, the shift towards AI comes at a critical time. As competition among streaming services intensifies and production budgets grow tighter, technologies like Runway’s could offer new solutions to scale content without excessive spending. Ted Sarandos' statement during the recent earnings call confirmed that Netflix is not just observing the AI trend from the sidelines. The platform is actively looking for ways to adapt and evolve, whether that means enhancing post-production or reducing reliance on complex VFX pipelines.
However, the report also noted that Runway’s tools were not used in The Eternaut. That particular sequence, which featured a building collapsing, was handled by a different AI model. Still, it marked an important shift in how studios are beginning to treat AI as more than just an experimental technology. With multiple major players now involved in trials, from Netflix to Amazon to Disney, the question is not if AI will become a standard tool in film production but how soon.
Netflix’s move into AI video tools is a clear signal that the future of storytelling is going to look very different. Whether these tools eventually become central to content creation or remain on the sidelines will depend on how well they balance innovation with the human touch that defines compelling stories.
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