Netflix co-CEO Ted Sarandos believes artificial intelligence’s greatest benefit to filmmaking could be improving quality, rather than simply reducing expenses. During Netflix’s recent first-quarter earnings call, Sarandos expressed that AI’s real opportunity lies in making movies “10 percent better,” rather than merely focusing on significant cost reductions.
Referencing recent comments by acclaimed director James Cameron, who suggested AI could potentially halve film production budgets, Sarandos noted, “There’s immense excitement about AI’s role in content creation. While cost savings are appealing, the bigger opportunity, in my view, is leveraging AI to enhance film quality even modestly.”
He elaborated on the practical applications Netflix has adopted, such as using AI for set references, pre-visualizations, visual effects planning, and shot organization, all contributing to improved filmmaking processes. Sarandos highlighted that advanced visual effects, once exclusive to major-budget productions, can now be accessible to smaller-budget films through AI-driven technologies.
Citing Martin Scorsese’s “The Irishman” as a prime example, Sarandos noted how the groundbreaking but costly de-aging effects used in the film could now be achieved more effectively and economically with AI technology. He mentioned cinematographer Rodrigo Prieto’s recent directorial debut, “Pedro Páramo,” which successfully utilized AI-enhanced visual effects tools, such as MARZ studio’s Vanity AI, at a significantly lower cost and higher quality than “The Irishman.”
Sarandos stressed Netflix’s commitment to harnessing AI in ways that enhance both audience experience and creative possibilities, emphasizing, “Our goal is straightforward: leverage AI to elevate content quality and enrich the overall experience for both creators and viewers.”