Netflix Leverages AI to Enhance Services and Support Creators
Netflix is expanding the utilisation of artificial intelligence (AI) technology to improve the user experience whilst using the service as well as supporting the creative process for content creators on the platform.
Speaking at the Asia Pacific Product Innovation Showcase attended online in Jakarta on Wednesday, Netflix Chief Product and Technology Officer Elizabeth Stone said the development of generative AI technology currently opens up new opportunities to deliver better services for both customers and creators.
“We have been using AI and machine learning for many years, even decades. But the new technology emerging today allows us to build better experiences for customers and creators,” Stone said.
For users, Netflix is utilising the latest AI model architecture to enhance service personalisation. The technology helps the company deliver more relevant content recommendations whilst accelerating the product development and refinement process.
In the first quarter of this year, Netflix began implementing generative AI-based comprehension of its content catalogue. This technology is used to help customers decide which films, series, or games they would like to enjoy.
According to Stone, the use of AI on the content catalogue has led to an increase in engagement and product usage on the platform.
Netflix also sees AI as a support for creators. The use of this technology covers various stages, from the production process, content localisation, to promotion.
As part of its business strategy in the AI sector, Netflix in March announced the acquisition of InterPositive, a film technology company founded by actor Ben Affleck. The company develops various AI-based tools to support the film making process. Netflix assesses that the technology developed by InterPositive is aligned with the company’s efforts to build various technological innovations to support creators’ needs.
“We continue to invest in technology that supports that creative process,” Stone said.