Major streaming platforms like Netflix, Amazon Prime, Disney+ Hotstar, and YouTube are now heavily investing in generative AI technology. This not only helps in reducing production costs but also enhances the quality of shows and films by providing a personalized experience to viewers. Recently, the Walt Disney Company announced the formation of a new business unit dedicated to AI and extended reality (XR) applications in its film, TV, and theme park divisions. While AI was initially used only in the editing stage of movie production, it has now advanced to the point of creating entire films. Netflix co-CEO Ted Sarandos emphasized the need for AI to contribute to the quality of storytelling rather than just reducing costs. This reflects Netflix’s commitment to using technology to enhance viewer experience and industry standards. The company has also hired Mike Verdu as the VP of GenAI for Games, indicating exciting developments in the future. Filmmaker James Cameron has also been experimenting with AI in the production of his films, but he believes that storytelling is still heavily reliant on human emotions, experiences, and imagination. Indian startup Sensara Technologies is teaching machines how to watch movies, enabling a more knowledgeable and visually rich interaction between people and television. Other players in the industry are also exploring the use of AI in filmmaking, using it to generate or enhance various elements of short films such as images, animations, scripts, music, and editing. As AI continues to advance, it is expected to play a significant role in shaping the future of the entertainment industry.
