Netflix has begun using artificial intelligence video generation software from startup Runway AI, testing the waters with a technology that\u2019s controversial in Hollywood.<\/p>\n\n\n\n
Netflix is currently using the New York-based startup\u2019s tools in content production, according to a person familiar with the matter, who asked not to be named in order to discuss private conversations. Netflix declined to comment.<\/p>\n\n\n\n
Walt Disney Co., meanwhile, has been testing out Runway\u2019s technology and has talked with the startup about possible uses for its generative AI tools, the person said. <\/p>\n\n\n\n
A Disney spokesperson said the company has no plans to integrate Runway\u2019s software into its content production pipeline at this time. Runway declined to comment.<\/p>\n\n\n\n
The companies\u2019 use of Runway\u2019s AI video tools, which has not previously been reported, could raise concerns in the entertainment industry. <\/p>\n\n\n\n
Many film and TV professionals are anxious about AI\u2019s impact on their livelihoods.<\/p>\n\n\n\n
Disney\u00a0recently sued\u00a0Midjourney, another AI image and video startup, for copyright infringement. But AI also offers the promise of speeding up some video production tasks and saving money.<\/p>\n\n\n\n
In a conference call Thursday, after Netflix released its second-quarter results, co-Chief Executive Officer Ted Sarandos said the company is using AI in content production. <\/p>\n\n\n\n
That includes creating special effects shots more quickly and cheaply than it previously had been able to with traditional visual effects tools and processes.<\/p>\n\n\n\n
Sarandos said Netflix used the technology for the first time on screen to depict a building collapsing in a show called \u201cEl Eternaut\u201d from Argentina. <\/p>\n\n\n\n
He did not disclose which AI software it used for that particular scene; a source familiar with the matter, who asked not to be named in order to discuss private information, said Runway\u2019s software was not used to create the effect.<\/p>\n\n\n\n
Runway is competing in an increasingly crowded corner of the fast-growing market for AI tools with established companies like OpenAI and Google, along with a slew of smaller, newer startups.<\/p>\n\n\n\n
The startup has more traction than most AI startups in Hollywood, however. <\/p>\n\n\n\n