The CEO of the streaming platform announced his ambition on the use of artificial intelligence. He believes his tools can help tell stories better and make them more engaging.
Netflix wants to use generative artificial intelligence in its creations, according to Quartz. The media is based on comments made by Greg Peter, CEO of Netflix, during a call with investors on April 18, 2024. “ We believe we have an opportunity to develop and deliver new tools for creators to tell their stories more compellingly “, did he declare.
The CEO did not specify exactly how he planned to go about integrating AI, but he added that Netflix was “ well positioned to be at the forefront of adoption » of his tools. He gave as an example the fact that the platform has already been using recommendation algorithms for years to help subscribers find programs they like. But Greg Peter wants to go further than recommendation, while the platform is experiencing its first controversy following its use of AI.
Using AI to better sell Netflix productions
Will Netflix use AI to write scenarios or imagine stories? If this is the question on everyone’s lips, Greg Peter did not provide more details. However, he seems to have something else in mind, and added that the people in charge of creation at Netflix “ should focus on telling big stories “. “ It’s incredibly difficult and complex to tell compelling stories through movies and games alone ”, and according to the CEO, “ AI can play a unique and essential role in making this happen “.
Greg Peter’s ambitions remain very vague for the moment. However, the timing of its announcement is particularly poor: Netflix is rightly criticized for its use of images generated by artificial intelligence. The documentary What Jennifer Did, which tells the true story of a Canadian teenager who allegedly paid hitmen to murder her own parents, has been accused of using AI-generated images. Photos of the criminal modified by AI would have been broadcast, without the platform specifying this in the documentary credits.
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