Netflix aposta pesado em IA para revolucionar produção e personalização

Netflix coloca suas fichas na inteligência artificial para transformar entretenimento

ALGORITMOS CRIATIVOS

A gigante do streaming está implementando ferramentas de IA em toda sua cadeia de produção - desde roteiros automatizados até recomendações hiper-personalizadas que mantêm espectadores grudados nas telas.

PERSONALIZAÇÃO RADICAL

Sistemas de aprendizado de máquina analisam padrões de visualização para criar experiências únicas para cada assinante, enquanto algoritmos gerativos otimizam orçamentos de produção que já consomem bilhões.

O futuro do entretenimento será escrito por código - e a Netflix está garantindo que seja seu código. Porque nada diz 'inovação' como substituir criatividade humana por máquinas que nunca reclamam de horas extras.

Netflix deepens AI integration across production and user experience

Netflix’s shareholder letter said machine learning and AI have long powered its recommendation systems, promotional tools, and production pipelines.

But this time, executives called generative AI a “significant opportunity” to reshape everything from ad personalization to film production. “We’re empowering creators with a broad set of GenAI tools to help them achieve their visions and deliver even more impactful titles for members,” the company said.

Netflix shared examples from recent projects. The new film Happy Gilmore 2 used AI to de-age characters, while the upcoming series Billionaires’ Bunker used AI in pre-production to design wardrobes and sets.

During the earnings call, CEO Ted Sarandos said AI will help creators “tell stories better, faster and in new ways,” though it “can’t automatically make you a great storyteller if you’re not.”

Sarandos stressed that the company isn’t worried about AI replacing creativity, saying the focus is on using technology to improve both the artistic process and the viewer experience.

An upstart production studio called Particle6 recently faced massive backlash for its plan to create, design, manage and monetize AI-generated actors and talent, including from the media union SAG-AFTRA.

Netflix adjusts earnings forecast and ad revenue outlook

Revenue for the quarter ending September 30 reached $11.51 billion, up 17% year over year and matching analyst estimates. Earnings per share landed at $5.87, missing the expected $6.97, while net income rose to $2.55 billion from $2.36 billion a year earlier.

For the full year, Netflix projected $45.1 billion in revenue, a 16% increase from 2024. But it cut its operating margin forecast to 29%, down from 30%, due to the Brazilian tax impact.

Still, Netflix called the quarter its best ever for ad sales, with co-CEO Greg Peters saying ad revenue is on track to more than double this year.

“Netflix had its best ad sales quarter to date, but still did not provide a figure for how large the ad business is,” said Ross Benes, senior analyst at eMarketer. He added that most growth still seems to come from subscriptions, not ads.

The company also reminded investors that it raised subscription prices in January, including its ad-supported tier, a move that helped offset global production costs and fund new AI tools.

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