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Investing.com - Netflix Inc. (NASDAQ:NFLX) has begun implementing artificial intelligence video generation software from startup Runway AI for its content production operations, according to Bloomberg, citing a person familiar with the matter who requested anonymity.
The streaming giant’s adoption of AI video generation tools marks an entry into technology that has sparked controversy throughout Hollywood, where many film and television professionals have expressed concerns about artificial intelligence’s potential impact on industry jobs.
Bloomberg reports that Walt Disney Co. (NYSE:DIS) has also been testing Runway’s technology and has engaged in discussions with the New York-based startup about potential applications for its generative AI tools, though a Disney spokesperson stated the company currently has no plans to integrate Runway’s software into its content production pipeline.
The previously unreported use of AI video tools by major entertainment companies comes amid growing tension in Hollywood regarding artificial intelligence, with Disney recently filing a copyright infringement lawsuit against Midjourney Inc., another AI image and video startup.
Despite industry concerns, AI video generation technology offers potential benefits for content producers, including accelerated production timelines and cost reductions for certain video production tasks.
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