How Hollywood and Netflix Are Navigating the Next Creative Frontier

By Rhonda Kay | UBEX On Air Talent

Artificial intelligence has officially arrived in Hollywood—and it’s changing everything from screenwriting to post-production.
Major studios and streaming platforms are experimenting with machine learning tools that promise faster workflows, cheaper production, and new creative possibilities. But the same technologies that fuel innovation are also sparking fierce debates about jobs, ethics, and the definition of creativity itself.

The Promise: Faster, Smarter, and Cheaper Storytelling

AI’s most immediate impact is efficiency. Machine learning can now analyze scripts, generate storyboards, de-age actors, and automate time-consuming editing and color-grading work.

“AI is an incredible opportunity to help creators make films and series better, not just cheaper,”
— Ted Sarandos, Co-CEO, Netflix

Netflix has used artificial intelligence behind the scenes for years — optimizing recommendations and ad placements — but is now experimenting with generative tools inside its creative pipeline. Independent filmmakers are also taking advantage of AI-driven systems that simulate entire production environments on modest budgets.

According to ScienceDirect, “AI reshapes the film industry by enhancing commercial viability and democratizing filmmaking,” enabling small teams to access capabilities that once required multimillion-dollar studios.

The Perils: Creativity, Ethics, and the Job Market

For every advantage, there’s a consequence. Editors, VFX artists, and writers are already seeing aspects of their work automated by algorithms. The 2016 short Sunspring and the 2024 feature The Last Screenwriter — both written by AI — proved machines can write, but not necessarily move an audience.

“AI excels at recognizing patterns, but what it lacks is the ability to generate original ideas or interpret emotions in nuanced ways,”
— Celtx Industry Report

The ethical landscape is equally complex. Deepfakes and digital-likeness cloning have triggered disputes over ownership and consent. SAG-AFTRA and the Directors Guild are pushing for explicit protections to prevent studios from reusing an actor’s image or voice without approval.

Inside the Executive Suite: What Hollywood Leaders Are Saying

Netflix executives remain bullish but cautious. Co-CEO Greg Peters calls AI a “creative accelerator,” emphasizing that “human-centered storytelling will remain the heart of what we do.”

Elsewhere, Disney, Warner Bros. Discovery, and Amazon Studios are quietly testing internal AI pipelines—particularly for animation, localization, and marketing—but insist they’ll move deliberately while negotiations with guilds continue.

The Hollywood Reporter recently described the moment as a “civil war” between technologists eager to automate and creators fighting to protect artistic integrity.

A Changing Workforce

Automation is forcing a redefinition of Hollywood labor. Traditional jobs are evolving, while new specialties—AI tool supervisors, generative design leads, and data ethics officers—are emerging.

Industry analysts predict that the most valuable professionals will be those who can “speak both languages”—creative storytelling and machine-learning systems.

“Writers and directors don’t have to compete with AI; they have to learn how to steer it.”

Tools Leading the Shift

Pre-production:ScriptBook predicts box-office outcomes and analyzes narrative arcs. Generative storyboard apps translate text into visuals.
Production: AI-assisted cameras, virtual lighting, and real-time set simulations from Unreal Engine are streamlining shoots.
Post-production: Adobe Premiere Pro’s AI automates sound balancing and shot matching; Runway ML and Pika Labs create visual effects via text prompts.
Distribution: Machine-learning analytics shape trailer edits, release windows, and targeted marketing campaigns.

Preparing for the Hybrid Future

For creators, survival means adaptation. Understanding how to use and manage AI tools will soon be as vital as knowing how to frame a shot or cut a scene.

Practical steps for filmmakers:

Learn prompt engineering and AI-tool integration.
Combine algorithmic efficiency with human storytelling.
Secure contracts that protect likeness and creative rights.
Lean into originality—authentic voices will stand out amid AI uniformity.

“AI will make production faster, but it won’t make great ideas appear out of thin air.”
— Ted Sarandos, Netflix

The future of entertainment will likely be hybrid—where human vision guides machine precision. The studios that learn to balance those forces early will define the next era of storytelling.

Sources: Reuters, Business Insider, The Hollywood Reporter, ScienceDirect, Celtx, Numalis, Forbes, Wikipedia