Netflix is reportedly evaluating Runway’s generative AI video tools as part of an ongoing exploration into integrating artificial intelligence into its production pipeline, according to Bloomberg.
Highlights
- AI in Production: Netflix is reportedly testing Runway’s generative video tools for use in various stages of production, from pre-visualization to advanced VFX.
- Tool Capabilities: Runway’s models can generate video from text, images, and clips—making it a potential game-changer in cost and time efficiency for studios.
- Confirmed AI Use: Netflix’s “The Eternaut” used generative AI (not Runway) in post-production, showcasing faster, cheaper VFX workflows for large-scale scenes.
- Broader Adoption: Other studios like Disney, Amazon, AMC, and Lionsgate are also exploring Runway, though most remain in early or limited testing phases.
- Labor Concerns: Unions like the WGA have raised ethical and legal issues regarding AI training on copyrighted material, slowing full-scale deployment.
- Runway’s Growth: Valued at over $3 billion, Runway has become a major player in the AI-for-film space, expanding its reach across multiple entertainment networks.
- Changing Workflows: The rise of hybrid pipelines combining traditional and AI-generated elements signals a shift in how content is created, edited, and scaled.
- Industry Tensions: While AI is framed as a creative tool, concerns about job displacement and authorship remain central to the ongoing debate in Hollywood.
While the full extent of these tests is not yet confirmed, the move underscores a growing interest in how AI can potentially reshape visual effects and streamline content creation processes in the entertainment industry.
Evaluating AI for Production Efficiency
Sources familiar with the matter suggest that Netflix is assessing whether Runway’s technology can support various stages of content development—ranging from pre-visualization and compositing to more advanced applications like partial scene generation or visual effects enhancements.
Netflix has not issued any public statements confirming the purpose, scope, or progress of this testing phase.
Runway, specializes in generative video tools that can produce realistic footage from text prompts, images, or reference clips.
These capabilities have make the company as a prominent player in the expanding field of AI-driven filmmaking, where studios are increasingly seeking ways to cut down on production time and costs without compromising quality.
AI in ‘The Eternaut’ and Beyond
Netflix’s interest in AI video production gained additional attention following comments made by co-CEO Ted Sarandos during a recent earnings call.
Sarandos confirmed that generative AI was used in The Eternaut, a new Argentine science fiction series, although the specific tool involved was not Runway.
According to Sarandos, AI technology helped accelerate post-production workflows and significantly reduced visual effects costs—signaling potential benefits for future projects.
This marks Netflix’s first confirmed instance of using AI-generated VFX in a final production. In one notable scene, a large-scale building collapse in Buenos Aires was completed reportedly ten times faster and at a lower cost than traditional methods.
Industry-Wide Exploration, Varied Commitment
Netflix is not alone in this space. Other major studios, including Disney, are also reported to be experimenting with Runway’s video-generation tools.
However, industry insiders suggest Disney’s engagement remains exploratory, with no current plans to incorporate generative video into full-scale productions.
Amazon has also begun experimenting with generative video. Its upcoming series House of David is said to use Runway’s models to generate select frames in specific scenes, reflecting a growing but cautious adoption across the entertainment sector.
Labor Tensions and Ethical Considerations
While AI promises gains in efficiency and creative flexibility, it has also reignited concerns among creative labor groups.
Organizations like the Writers Guild of America (WGA) have expressed ongoing concerns over AI tools being trained on copyrighted material without proper authorization.
The union has previously called on studios—including Netflix—to take legal action against AI firms using writers’ work to train their models without consent.
These concerns have slowed full-scale deployment of generative AI tools in some cases, as studios weigh the ethical, legal, and reputational risks of adopting technologies that could disrupt traditional roles in production.
Runway’s Growing Presence
Despite the uncertainties, Runway continues to expand its footprint in the media industry. In addition to Netflix and Disney, the company has reportedly secured partnerships with Lionsgate and AMC Networks.
Its latest funding rounds have pushed its valuation above $3 billion, driven by demand for tools that can support everything from pre-visualization to post-production in increasingly time-sensitive and cost-conscious workflows.
