Netflix has started using video generation software from the AI startup Runway AI to help produce its content, marking a new step in Hollywood’s growing use of artificial intelligence technology.
According to sources familiar with the matter, Netflix is currently testing Runway’s tools in its production processes. The company has not publicly commented on the partnership. Meanwhile, Disney has also explored Runway’s technology but currently has no plans to integrate it into its content creation.
Runway AI’s software can generate video content based on text prompts and has been expanding into animation and special effects. Earlier this month, Runway introduced a new AI model called Act-Two, designed to simplify and reduce the cost of motion capture by mapping human movements onto animated characters.
The use of AI in entertainment raises concerns among industry professionals worried about job security and copyright issues. Disney recently sued another AI startup, Midjourney Inc., over copyright infringement. However, AI also offers opportunities to speed up production and lower costs.
Netflix’s co-CEO Ted Sarandos recently mentioned the company’s use of AI to create special effects more quickly and cheaply. Netflix used AI technology to show a building collapsing in its Argentine show El Eternaut, though this effect was not created with Runway’s software.
Runway AI competes with larger AI firms such as OpenAI and Google, but it has gained notable traction in Hollywood, including a deal with Lionsgate to train an AI model on the studio’s films.
With investors backing Runway AI at over $3 billion, the company is positioned to play a significant role in the future of film and television production as AI technology continues to evolve.
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