Netflix is using video generation startup Runway AI to create content. The partnership will allow Netflix to generate synthetic video using Runway AI’s machine learning technology. This could potentially save time and resources, as well as provide new creative possibilities for the streaming service.
Netflix Inc. has recently begun integrating artificial intelligence (AI) video generation software from startup Runway AI into its content production processes, according to a person familiar with the matter [1]. This strategic partnership aims to leverage Runway AI’s machine learning technology to create synthetic video content, potentially saving time and resources while offering new creative possibilities for the streaming service.
Runway AI, based in New York, has gained traction in the entertainment industry with its AI video generation tools. The company has attracted significant investment, with a total of $545 million raised, including a $308 million funding round earlier this year that valued the company at over $3 billion [1]. Runway’s technology has been used to generate video clips based on written prompts and has since evolved to include more advanced capabilities, such as animating characters through motion-capture processes [1].
Netflix’s co-Chief Executive Officer Ted Sarandos revealed during a conference call that the company is utilizing AI in content production, including the creation of special effects shots more quickly and cheaply than traditional methods [1]. While Sarandos did not disclose the specific AI software used for a particular scene in the Argentinian drama “The Eternaut,” a source familiar with the matter indicated that Runway’s software was not involved in that instance [1].
The use of AI in video production has sparked concern within the entertainment industry, with many professionals expressing anxiety about the impact on their livelihoods. However, Sarandos highlighted the potential benefits, noting that AI can bring scenes to life that might not be feasible due to budget constraints [2]. He emphasized that AI’s primary goal is to enhance the quality of films and series, not just to reduce costs.
Netflix’s integration of AI tools is part of a broader trend in the entertainment industry. Other AI startups, such as OpenAI, have also been exploring partnerships with major studios, although commercial deals have not yet been announced [1]. Despite the concerns, the potential for AI to revolutionize content creation is undeniable, offering both challenges and opportunities for the industry.
References:
[1] https://www.bloomberg.com/news/articles/2025-07-21/netflix-is-using-startup-runway-ai-s-video-tools-for-production
[2] https://decrypt.co/330942/netflix-uses-generative-ai-tv-show-first-time
