Netflix explores Runway’s AI video tools for production efficiency

Netflix is reportedly experimenting with artificial intelligence in its content creation process, specifically testing video tools developed by Runway AI.

According to a Bloomberg report citing a source familiar with the matter, the streaming platform is evaluating whether Runway’s video generation software can fit into its production workflow.

However, the exact extent of its usage remains unclear.

While it is not known if Netflix intends to use the AI software to generate full scenes or simply to reduce visual effects (VFX) costs, the company appears to be exploring how the technology could streamline post-production tasks. “Whether Netflix is using Runway’s AI tools for video generation was not disclosed,” the report noted.

Netflix is not alone in this exploration.

Walt Disney is also said to be assessing Runway's capabilities. According to Bloomberg, the entertainment conglomerate has had discussions about the technology but, as of now, does not intend to integrate it into its production operations.

Interest in AI-generated video is gradually growing in Hollywood.

Netflix co-CEO Ted Sarandos recently revealed during an earnings call that artificial intelligence was used to generate video content for the show The Eternaut. He emphasised that the process was both “faster and cheaper than traditional VFX.” However, the report clarified that Runway’s AI tools were not used for that project.

Runway’s technology has been employed in Amazon’s upcoming show House of David, where its AI video models contributed to generating specific scene frames.

Despite the industry's growing interest in AI-driven tools, they remain a point of contention.

Many writers and actors continue to raise concerns about the use of such technology. In 2023, the Writers Guild of America (WGA) called on major studios and platforms like Netflix to pursue legal action against any company that used their members’ work to train AI systems.