Netflix is exploring the use of AI in content production with video generation software from startup Runway AI, according to a source.

The company has not publicly commented on this development.

Netflix co-CEO Ted Sarandos recently acknowledged that the company is incorporating AI in content production, including special effects creation.

He noted that AI was used to depict a building collapse in the Argentine show “El Eternaut.”

This did not involve Runway’s software, according to a source.

Runway AI, based in New York, has gained traction in the entertainment industry with tools for video generation and animation.

The startup has raised US$545 million in funding, with its latest valuation exceeding US$3 billion.

Recent Netflix developments