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As the creative community freaks out over advances in AI, Netflix co-CEO Ted Sarandos tried to ease some fears by saying that while artificial intelligence can be a great tool for creators, good storytelling is the foundation of the entertainment business.
Naturally, the impact is hard to predict, he said on a conference call after the major streaming service released its quarterly earnings. “I think AI will create great creative tools and be a great way for creators to tell better stories,” he said. But series and movies win by connecting with audiences. “That’s not to say audiences won’t notice other elements: the beauty of the script, the chemistry between the actors, the plot, unexpected twists. [AI] “But I think they’re mostly concerned with the connection to storytelling. And I think they’re probably not so much concerned with the budget, and maybe not even concerned with the technology to make it happen.”
He gives the example of animation.
“When you look back at 100 years of entertainment, you see how technical excellence and entertainment are inextricably linked,” he said. “Animation hasn’t gotten cheaper; it’s gotten better with the move from hand-drawn to CGI animation. And today, there are more people working in animation than ever before in history.”
“So I believe it’s a better business, a bigger business, to produce content that’s 10% higher quality than to produce content that’s 50% cheaper.”
“A lot of filmmakers and producers are experimenting with AI right now. They’re really excited about how useful a tool it can be. We’ll have to wait and see how it develops before we can make any meaningful predictions about what it will mean for everyone.”
Ultraman: Rising, Netflix
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