AI has definitely come a long way in the past couple of years. When ChatGPT first hit the market, we were amazed at how well we could talk to it using natural language. These days? AI is generating images and videos with impressive realism. Now, it seems that Netflix wants to take advantage of that with more generative AI content.
Netflix goes in on generative AI
In its Q3 2025 letter to its shareholders, Netflix said, “We’re leveraging GenAI to further enhance the member experience by improving the quality of our recommendations and content discovery features.” One of its uses is in search, where users can use natural language to find shows they want to watch.
The company also gave an example of how it has applied generative AI to some of its shows and movies. This includes Adam Sandler’s Happy Gilmore 2, where AI was used to help de-age characters during a flashback scene.
Now, the use of AI, especially in the creative field, is highly controversial. Many artists are concerned that they will lose their jobs and commissions as companies turn to generative AI to come up with images for branding and marketing.
However, Netflix CEO Ted Sarandos thinks about generative AI as more of a tool, rather than being a replacement. “It takes a great artist to make something great. AI can give creatives better tools to enhance their overall TV/movie experience for our members, but it doesn’t automatically make you a great storyteller if you’re not.”
Not just stealing jobs
In addition to the potential of replacing the roles of some designers with AI, there are other concerns about using generative AI. This is because in order for AI to become smarter or more useful, it has to be trained. And how does it get trained? By scraping the web for data and content.
There have been several lawsuits filed against AI companies in the past. Publishers, artists, and photographers have discovered that their works are being used to train AI, and without their permission. This means that the jobs AI is replacing are thanks to the works of these creators in the first place. The irony certainly isn’t lost on us.
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