Netflix executive: Generative AI creates better scripts, but humans are the key

Many are curious about how artificial intelligence and generative AI will impact the future of the entertainment industry, including film and television. Streaming giant Netflix recently commented further on the matter, saying that it is difficult to predict, but the company believes that advances in artificial intelligence may play a major role.

Ted Sarandos, co-CEO of Netflix, said at the latest earnings conference: "I think artificial intelligence will generate a great set of creative tools that will enable creators to tell better stories. Looking back at the entertainment industry over the past 100 years, we can clearly see how great technology and great entertainment content can go hand in hand to build great and huge businesses."

Sarandos used the example of movie animation. When movies moved from hand-drawn to computer-generated, animation didn't become cheaper, but more expensive, requiring more manpower.

Many have expressed concerns about how AI could replace jobs in Hollywood. In the 2023 Hollywood strike, screenwriters cited protection against AI as one of the key wins in the new deal. It remains a hot topic.

Sarandos said in a previous interview with The New York Times that artificial intelligence cannot write better scripts than humans, nor can it provide better performances than human actors. Sarandos said: "Artificial intelligence will not take your job, but people who are good at using artificial intelligence may take your job."

"I'm pretty sure that making content that's 10% better than what's out there is going to be better business and bigger profits than making it 50% cheaper," he said. "So remember, I think TV shows and movies win when they resonate with the audience. That comes in the beauty of the script, the chemistry of the actors, the plot, the surprises, the plot twists, everything."

Sarandos went on to say that, in general, audiences care more about the stories themselves than the technical details that bring those stories to life.

“They may not care about the budget or even the technology,” he said. “My view is that they are looking for resonance. So we have to focus on the quality of the storytelling.”

Sarandos said it’s too early to predict how artificial intelligence will disrupt the film and television industry: “But our goal remains the same, which is to tell great stories.”