Artificial Intelligence has been the talk of everyone from high-powered executives to students pulling all-nighters in search of answers. With its promises of changing the world, it has caught the attention of all kinds of people, making its mark in industries from healthcare to finance. Now, even the world of entertainment is not safe. Netflix, the streaming titan, has decided to hop on the AI bandwagon, and what a ride it is.
It seems that Netflix, with all its glories, might be looking to AI to finally solve a recurring little dilemma that has left users scratching their heads for quite some time.
Netflix seeks AI’s help for smoother streaming
According to Bloomberg, Netflix is testing new search technology for subscribers
that employs artificial intelligence to help them find TV shows and movies, expanding its use of the technology. The OpenAI-powered search engine lets customers look for shows using far more specific terms, including the subscriber’s mood, for example, the company said. Some customers in Australia and New Zealand can already use the tool, which is only available on iOS devices. The test will soon expand to several markets, including the United States.
The tool enables questions that go far beyond genres or actor names, making it an alternative to Netflix’s existing search functions. The company has already used artificial intelligence and machine learning for personalized recommendations based on viewing history. Co-Chief Executive Officer Ted Sarandos stated that AI will help improve filmmaking, but will not replace creative professionals such as screenwriters and actors. Netflix subscribers must opt in to test the new feature rather than receiving it automatically.
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As Netflix fine-tunes its latest experiment, it joins a growing list of studios embracing artificial intelligence across the board.
Everyone in Hollywood wants a scene with AI now
In Hollywood, artificial intelligence is no longer just a futuristic concept, it is taking center stage. From designing posters to perfecting trailers, AI helps studios find the perfect formula. In the making of The Lion King
(2019), AI helped bring realism to its CGI animals, refining textures and lighting with astonishing precision. AI’s presence is also felt behind the scenes, aiding filmmakers with voice modulation and even script analysis.
#TheLionKing is visually immaculate & a game-changer for visual effects. It’s absolutely stunning in every way. The music shines (Glover & Beyoncé take it to another level), the performances are great (Timon, Pumbaa & Scar steal many scenes) & the emotions run HIGH. Truly great pic.twitter.com/lPH9Oo4ybb
— Erik Davis (@ErikDavis) July 10, 2019
Artificial intelligence has also found its way into post-production. Joe Russo revealed that The Electric State
used AI for voice moderation
, showcasing yet another layer to the technology’s role in filmmaking. As AI continues to evolve, Hollywood is constantly finding new ways to integrate it into the process, creating a blend of human creativity and machine precision that is reshaping the industry. Artificial intelligence is not just a trend; it is here to stay.
How do you feel about Netflix using AI to personalize recommendations? Drop your opinion in the comments below!
