Netflix has deployed generative AI in about 300 productions, primarily in post-production. The company carefully positions the technology not as a replacement for writers or directors, but as a practical tool to reduce costs and enable shots that were previously cost-prohibitive, thus avoiding conflict with creative unions while still scaling its use.

The immediate impact of generative AI in filmmaking isn't replacing final production but revolutionizing pre-production. Tools like ComfyUI enable rapid visualization of complex scenes, allowing creative teams to iterate and make on-set decisions in minutes rather than weeks.

Major studios like Netflix and Amazon are integrating AI into traditional pipelines for tasks like generating backgrounds, special effects, and animations. This lowers production costs and boosts efficiency without the PR risk associated with replacing human actors.

While generative video gets the hype, producer Tim McLear finds AI's most practical use is automating tedious post-production tasks like data management and metadata logging. This frees up researchers and editors to focus on higher-value creative work, like finding more archival material, rather than being bogged down by manual data entry.

The first wave of AI-generated video was created by tech enthusiasts focused on novelty over narrative. Now, professional storytellers are adopting these tools, which will lead to an explosion of compelling, high-quality AI-native content where the story, not the technology, is the main attraction.

For professional adoption, generative AI tools must move beyond "slot machine" mechanics. The focus should be on deep creative control, such as precise 3D camera steering, allowing the user to act as a director who guides the model to a specific, intended outcome, rather than just hoping for a good result.

The power of AI video editing isn't just automation; it's systematization. It forces a creator's unique style—which normally exists only in their brain and muscle memory—to become an explicit, repeatable workflow. This system can then be scaled by an AI agent or even productized and sold to others.

AI tools entering established industries should mirror the existing, multi-step professional workflow. Coil, an AI video platform, implements distinct stages for casting, costume design, and location scouting. This familiar structure makes the powerful new technology feel intuitive and less threatening to industry veterans.

Netflix's acquisition of Interpositive, an AI startup, focuses on automating post-production tasks like lighting and reframing, not generating new scenes. This massive deal proves the most valuable and accepted use of AI in entertainment is as a high-end efficiency and cost-cutting tool that keeps creative control with humans.