How Netflix plans to use AI to outpace competitors in media's most competitive era

Netflix's co-CEO Ted Sarandos firmly believes AI won't dominate the world of entertainment with low-quality content.

"Creating content faster and cheaper is meaningless if it's not improved," Sarandos remarked about AI's role during a recent interview with POLITICO, a part of the Axel Springer Global Reporters Network, like Business Insider. 

"This is the most competitive period ever in media history. Being better from the start is crucial."

AI startups developing innovative tools for the entertainment sector, which range from special effects to content creation, have been gaining traction in Hollywood.

As an example, Netflix recently took over InterPositive, an AI startup crafting tools for filmmakers, initiated by actor Ben Affleck.

"I believe AI should serve as a creative tool," Sarandos explained to POLITICO. "Similar to how production tools have progressed over time, AI is just a fast, crucial advancement of these tools."

Sarandos noted that although AI can support editing and production processes, quality content "still needs writers, actors, and lighting professionals."

A particular area where Sarandos believes AI hasn't matched human capability is voice acting.

"What we consider crucial for dubbing is the performance. Talented voice actors are essential," he stated. "AI may be more economical, but without that uniquely human performance, the quality diminishes."

Nonetheless, he perceives potential in the voice domain.