Netflix has integrated artificial intelligence into the production of approximately 300 titles, according to Sung Q Lee, the streamer’s senior director of production for Asia-Pacific. Lee shared this figure during a panel discussion at the Busan International Film Festival, where he outlined how the technology is currently being applied across various stages of filmmaking.
Lee noted that AI is utilized in previsualization, production design, set-dressing concepts, editing, and visual effects. However, he emphasized that the technology serves as a tool to enhance creative possibilities rather than replace human judgment. “The question that matters to me isn’t, How much AI can we put into this title? but, What more can this title do with AI’s help?” Lee said.
Netflix AI titles and production savings
The discussion took place at Netflix’s annual Creative Asia event, co-hosted with the Motion Picture Association. The panel featured Korean filmmaker Kang Yun-sung, director of The Outlaws, and Kimball Thurston, chief technology officer at Wētā FX. While Hollywood creatives often express wariness about AI, participants from the Asian content sector viewed the technology primarily as an opportunity for growth.
Kang Yun-sung is currently producing an action film titled The Gulf of Aden, which heavily relies on generative AI tools from China’s Kling AI. He estimated that this approach could reduce production costs by around 40 percent. Kang explained that the savings come not just from replacing computer-generated imagery, but from streamlining the shoot itself and cutting down production time.
“What has been buried due to budgetary issues was able to be put back on the table,” Kang said. He noted that budgetary constraints have historically held back the Korean film industry from reaching its full potential, and AI offers a way to realize scenes that would otherwise be impossible.
Human creativity in the age of AI
Despite the enthusiasm for cost savings and new capabilities, the panelists repeatedly stressed the importance of preserving human creative intent. Kang’s previous collaboration, Run to the West, billed as Korea’s first fully AI-assisted feature, struggled at the box office, earning about $100,000 amid negative feedback regarding its visuals. Kang acknowledged that the rapid pace of AI advancement meant the film looked somewhat dated by the time of its release, but he remains committed to exploring the technology’s potential.
Lee placed the current technological shift in the context of the film industry’s history. He argued that while new tools improve the “how” of filmmaking, they do not determine the “why” of storytelling. “But when it comes to conveying emotion,” Lee added, “ultimately, a human has to touch it. AI can get many jobs done, but does it touch human emotion? The human touch is critical and necessary.”
Thurston described Wētā FX’s use of the technology as “assistive AI.” He explained that it provides fast visual images and visualization, allowing directors and cinematographers to quickly identify and correct errors. This approach ensures that the technology supports the creative vision without altering the fundamental intent of the project.
Source: The Hollywood Reporter
