Netflix CEO Ted Sarandos has reportedly claimed that artificial intelligence's (AI) place in Hollywood remains as a creators tool, rather than as a replacement for filmmakers. Rob Lowe and Sarandos talked about the controversial subject in a future episode of the actor's SiriusXM podcast Literally! with Rob Lowe.
In the course of the interview, Sarandos declared that the creators who master the use of these AI tools while promoting human authenticity and the realism of the human experience will ultimately emerge victorious. In his conclusion, Sarandos says that viewers will be able to distinguish between films that are "inauthentic" and those that are authentic.
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LOS ANGELES, CALIFORNIA - OCTOBER 07: The Netflix logo is displayed at Netflix's Los Angeles headquarters on October 07, 2021 in Los Angeles, California.
As he claims there is "no shortcut" in producing the human experience, Sarandos concluded that employing AI to expedite the creation of this "authentic" human experience will ultimately fail.
Sarandos does, however, envision a future for Netflix in which subscribers may create their content using AI. In response to Lowe's query, he offers the example of combining two films to make a completely new one, or even a completely new concept that doesn't yet exist. Although this technology might be available, he did make the case that viewers might be reluctant to choose it over a story written by human creatives.
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AI vs. Creatives
Sarandos' comments come months after the Hollywood guilds went on strike to protest the use of AI without the permission of artists or ethical norms to safeguard authors and artists from AI taking over their employment, In the end, the strike came to an after 118 days.
The agreement's protections for actors in the AI space are one of its main features. A clause that became the industry's first-ever protection of its sort.
Deadline notes that as IATSE and the Hollywood Basic Crafts begin negotiating with the Alliance of Motion Picture and Television Producers (AMPTP), AI continues to be a top priority for Hollywood. Although IATSE President Matthew Loeb has stated that AI will be "crucial" to the discussions, these unions have not issued precise patterns of demands. These contracts don't expire until July 31, so those discussions will probably go through the summer.
AI on Streaming
The use of AI by streaming behemoths in specific series and films continues to draw criticism. One such instance was when Disney was questioned as professional designers had differing opinions regarding Disney Plus's "Loki" season 2 poster, with some arguing that generative AI had a major impact on the poster's design.
Disney has also faced criticism in the past for utilizing generative AI in films such as Marvel's "Secret Invasion," even though the company has maintained that AI will not take the place of human artists.
AI worries also loom for artists as Disney drew criticisms online last Thanksgiving when fans were reportedly claiming that Disney's updated tribute to human rights was created by artificial intelligence, rather than a human artist after the company posted a Thanksgiving portrait of Mickey Mouse and the gang online. The image pays homage to the iconic painting from Norman Rockwell's 1943 "Freedom from Want," also known as "The Thanksgiving Picture."
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