Netflix co-CEO Ted Sarandos believes artificial intelligence (AI) can’t replace human talent in all aspects of the entertainment industry. He believes that AI cannot replicate performance in certain areas, particularly voice acting. This statement comes even as the streaming giant explores AI tools to support production.
Speaking in an interview with POLITICO, Sarandos said Netflix sees AI as a way to improve filmmaking rather than simply cut costs or speed up output. “I don’t think faster and cheaper matters if it’s not better. This is the most competitive time in media history. So you’ve got to be better every time out of the gate,” he said.
Why Netflix CEO Ted Sarandos thinks aspects like voice acting still depend on humans
Sarandos identified areas like dubbing and voice work as where AI falls short, due to its inability to replicate human performance.
“The one thing that we find to be the most important part of dubbing is the performance. So good voice actors really matter. Yeah, it’s a lot cheaper to use AI, but without the performance, which is very human, it actually runs down the quality of the production,”
he said.
At the same time, he pointed to ways AI could still support voice-related workflows. “I think what will happen is you’ll be able to do things like pick up lines that you do months and months after the production. You’ll be able to recreate some of those lines in the film without having to call everybody back and redo everything, which will help make a better film,” he added.
Sarandos’ comments come as AI adoption grows across the entertainment industry, with studios and creators testing tools that can assist with editing, visual effects and production workflows while continuing to rely on human talent for performance-driven aspects of storytelling.
Netflix CEO Ted Sarandos thinks of AI as a tool, not a replacement for humans
Sarandos said Netflix’s approach is to use AI as a creative aid, similar to how production tools have evolved over time. “My focus is that AI should be a creator too. The same way production tools have evolved over time, AI is just a rapid, important evolution of these tools,” he explained.
The company has already begun investing in such capabilities. Netflix recently acquired InterPositive, an AI startup founded by Ben Affleck that develops editing tools for filmmakers. The move reflects a broader trend of AI startups offering solutions for visual effects, editing and content generation across Hollywood.
Sarandos added that while AI can assist with parts of the production process, it cannot replace the core creative roles. He said good content “still requires writers and actors and lighting techs.”
