内容来源：https://techcrunch.com/2025/10/21/netflix-goes-all-in-on-generative-ai-as-entertainment-industry-remains-divided/

内容总结：

流媒体巨头奈飞在最新财报中明确拥抱人工智能技术，强调将把AI作为提升影视制作效率的辅助工具。公司首席执行官泰德·萨兰多斯在季度财报电话会议上表示：“杰出的作品永远需要艺术家的创造力，AI只是为创作者提供更强大的工具。”

目前奈飞已在实际项目中运用生成式AI技术：阿根廷剧集《不朽者》首次使用AI生成建筑坍塌的最终场景，《高尔夫球手也疯狂2》通过AI实现角色减龄效果，《亿万富翁避难所》则将其应用于服装与场景设计的预可视化环节。萨兰多斯强调，公司致力于“以更高效、更创新的方式讲述故事”，但拒绝为追求新奇而滥用技术。

尽管AI技术在娱乐行业引发替代人工的忧虑，但奈飞作为行业风向标，其应用方向更侧重于特效增强而非取代演员。值得注意的是，随着OpenAI发布Sora2等新一代AI模型，行业对深度伪造等伦理问题担忧加剧。美国演员工会SAG-AFTRA近日公开呼吁加强AI使用规范。

在业务表现方面，奈飞本季度营收同比增长17%至115亿美元，但未达公司预期。面对投资者对AI影响的质询，萨兰多斯表示虽认可内容创作者可能面临冲击，但对影视行业整体发展保持信心：“我们从不担心AI会取代创造力。”

中文翻译：

当娱乐行业仍在探讨何时及如何在电影制作中运用生成式AI时，奈飞已率先迈出步伐。在这家流媒体巨头于周二下午发布的季度财报中，其在致股东信中写道："我们已做好充分准备，能有效利用AI技术的持续进步。"

奈飞并不计划将生成式AI作为内容创作的核心，但相信这项技术能成为提升创意工作者效率的工具。"唯有杰出的艺术家才能创造伟大作品，"奈飞联席首席执行官泰德·萨兰多斯在财报电话会议上表示，"AI可以为创作者提供更好的工具，为会员提升影视观看体验，但若你本非善于讲故事的人，AI也不会自动赋予这种能力。"

今年早些时候，奈飞在阿根廷剧集《永恒者》的最终镜头中首次使用生成式AI，呈现大楼坍塌的场景。此后，《高尔夫球手也疯狂2》制作团队在开场镜头中运用AI技术使角色更显年轻，而《亿万富翁避难所》的制片方则将其作为前期制作工具，用于构想服装与场景设计。

"我们坚信AI将帮助我们及创作伙伴以更优、更快、更新的方式讲述故事，"萨兰多斯表示，"我们全力投入于此，但绝非为了追逐新奇而猎奇。"

AI已成为娱乐行业的争议焦点。艺术家们担忧，那些未经授权使用其作品作为训练数据的大语言模型工具，可能对他们的职业造成负面影响。

以奈飞为风向标，影视公司似乎更倾向于将生成式AI用于特效制作而非取代演员——尽管近日某位AI演员尚未接到任何工作邀约（就我们所知）却已在好莱坞演员中引发轩然大波。不过，这些幕后AI应用仍可能对视觉特效岗位产生冲击。

【限时双人优惠：携伴参会立省60%】谷歌云、奈飞、微软、Box、Phia、a16z、ElevenLabs、Wayve、Hugging Face、埃拉德·吉尔、维诺德·科斯拉等250多位行业领军者将带来200多场专题会议，为初创企业成长注入洞察力，助您抢占先机。另有多领域300余家初创企业展示值得关注。携伴购票可享6折优惠，或于10月27日前购票最高节省444美元。

当ChatGPT开发商OpenAI发布其Sora 2音视频生成模型时，相关争议再度升级——该模型未设防护机制阻止用户生成特定演员及历史人物的视频。就在本周，好莱坞行业组织SAG-AFTRA与演员布莱恩·克兰斯顿共同敦促OpenAI建立更强防护措施，防止出现类似克兰斯顿本人的深度伪造内容。

当投资者问及Sora对奈飞的影响时，萨兰多斯回应称内容创作者"确实可能受到影响"，但他对影视行业的前景并不担忧——至少他向投资者如此表态。"我们从不担心AI会取代创造力，"他强调。

本季度奈飞营收同比增长17%至115亿美元，但未达公司预期。

英文来源：

As the entertainment industry reckons with when and how to use generative AI in filmmaking, Netflix is leaning in. In its quarterly earnings report released on Tuesday afternoon, Netflix wrote in its letter to investors that it is “very well positioned to effectively leverage ongoing advances in AI.”
Netflix isn’t planning to use generative AI as the backbone of its content but believes the technology has potential as a tool to make creatives more efficient.
“It takes a great artist to make something great,” Netflix CEO Ted Sarandos said on Tuesday’s earnings call. “AI can give creatives better tools to enhance their overall TV/movie experience for our members, but it doesn’t automatically make you a great storyteller if you’re not.”
Earlier this year, Netflix said it used generative AI in final footage for the first time in the Argentine show “The Eternaut” to create a scene of a building collapsing. Since then, the filmmakers behind “Happy Gilmore 2” used generative AI to make characters look younger in the film’s opening scene, while the producers of “Billionaires’ Bunker” used the technology as a pre-production tool to envision wardrobe and set design.
“We’re confident that AI is going to help us and help our creative partners tell stories better, faster, and in new ways,” Sarandos said. “We’re all in on that, but we’re not chasing novelty for novelty’s sake here.”
AI has been a contentious topic in the entertainment industry, as artists worry that LLM-powered tools that non-consensually used their work as training data have the potential to negatively impact their jobs.
With Netflix as a bellwether, it seems that studios are more likely to use generative AI for special effects rather than to replace the role of actors — even if an AI actor recently caused an uproar among Hollywood actors, despite not yet booking any gigs (that we know of). These behind-the-scenes AI uses still have the potential to impact visual effects jobs, however.
2-FOR-1 DISCOUNT: Bring a +1 and save 60%
Google Cloud, Netflix, Microsoft, Box, Phia, a16z, ElevenLabs, Wayve, Hugging Face, Elad Gil, Vinod Khosla — some of the 250+ heavy hitters leading 200+ sessions designed to deliver the insights that fuel startup growth and sharpen your edge. And don’t miss 300+ showcasing startups in all sectors.
Bring a +1 and save 60% on their pass, or get your pass by Oct 27 to save up to $444.
2-FOR-1 DISCOUNT: Bring a +1 and save 60%
Google Cloud, Netflix, Microsoft, Box, Phia, a16z, ElevenLabs, Wayve, Hugging Face, Elad Gil, Vinod Khosla — some of the 250+ heavy hitters leading 200+ sessions designed to deliver the insights that fuel startup growth and sharpen your edge. And don’t miss 300+ showcasing startups in all sectors. Bring a +1 and save 60% on their pass, or get your pass by Oct 27 to save up to $444.
These debates recently escalated when ChatGPT-maker OpenAI unveiled its Sora 2 audio and video generation model, which was released without guardrails that prevent users from generating videos of some actors and historical figures. Just this week, the Hollywood trade organization SAG-AFTRA and actor Bryan Cranston urged OpenAI to institute stronger guardrails against deepfaking actors like Cranston himself.
When an investor asked Sarandos about the impact of Sora on Netflix, he said that it “starts to make sense” that content creators could be impacted, but he’s less worried about the movie and TV business — or so he tells investors.
“We’re not worried about AI replacing creativity,” he said.
Netflix’s quarterly revenue grew 17% year-over-year to $11.5 billion, though this fell below the company’s forecast.