Netflix’s Greg Peters says AI has officially passed ‘peak’ technology.
“For almost two decades, we’ve been using machine learning in our recommendation systems, the ones that connect titles and members. We’re excited about generative AI and what AI can produce. It’s incredible to see the growth rate of this technology,” the streamer’s CEO said at the Financial Times Entertainment Business Summit on Friday. “Now, having said that, for those of us who are actually using the technologies, we’re at that stage of technology adoption where we’ve gone through the ripple effect and now the people who are actually using it are realizing, ‘Wow,’ going from one show to something that has production scale and high quality is a lot of work and takes a lot longer than you think.”
In addition to using AI for recommendations, Peters said Netflix is working with creators around the world to explore how the technology can be used to help them tell their stories in more interesting and engaging ways.
“They really guide us and tell us what the state of the art is and what works and what doesn’t,” Peters added. “But I would say there’s a long way to go before these things really materialize.”
More to come…
