Wednesday, October 22, 2025

Netflix Leans into Generative AI



Netflix talked about how it is leaning into generative artificial intelligence in a number of practical ways as part of its third quarter shareholder letter.


Some of the use cases will be unobjectionable.  “We’re leveraging GenAI to further enhance the member experience by improving the quality of our recommendations and content discovery features,” Netflix says.

“One example is our beta testing of a conversational search experience that allows members to use natural language to explore the catalog and discover the perfect title for that moment.Z”


Netflix also is  “using GenAI to localize promotional assets in a variety of languages so titles can more easily travel to audiences who will love them around the globe.”


The use of GenAI in preproduction or special effects might be slightly more concerning for some, but Netflix stays away from using AI to displace actors. 


“In Happy Gilmore 2, filmmakers used GenAI coupled with ML (machine learning) and Eyeline’s proprietary volumetric capture technologies to de-age characters during the opening flashback scene,” Netflix notes. 


“And the producers of Billionaires’ Bunker used various GenAI tools during pre-production, including for pre-visualization to explore wardrobe and set designs,” Netflix adds. 


To support its advertising business, Netflix is “using AI to test new ad formats, to generate the most relevant ad creative and placement for members, and for faster development of media plans.”



AI Use Area

Current Implementations (2025)

Future / Emerging Uses

Purpose

Content Production

Generative AI for pre-production planning, set design, wardrobe visualization, and storyboarding (https://techcrunch.com/2025/10/21/netflix-goes-all-in-on-generative-ai-as-entertainment-industry-remains-divided/  )

AI-assisted script generation and automated scene visualization for faster creative iteration ( https://www.webpronews.com/netflix-ceo-ai-wont-replace-human-creativity-like-taylor-swifts/ )

Streamline creative workflows and lower production costs

Visual Effects (VFX)

AI used inThe Eternautto simulate a collapsing building; inHappy Gilmore 2for de-aging actors (https://techcrunch.com/2025/10/21/netflix-goes-all-in-on-generative-ai-as-entertainment-industry-remains-divided/  )

Real-time generative rendering for special effects and personalization of visuals ( https://www.webpronews.com/netflix-ceo-ai-wont-replace-human-creativity-like-taylor-swifts/ )

Reduce post-production costs and expand visual possibilities

Recommendation Algorithms

Machine learning and reinforcement learning for personalized content recommendations, thumbnail selection, and content tagging ( https://litslink.com/blog/all-about-netflix-artificial-intelligence-the-truth-behind-personalized-content )

Adaptive recommendation models integrating generative storytelling and contextual emotion detection ( https://www.shaped.ai/blog/key-insights-from-the-netflix-personalization-search-recommendation-workshop-2025 )

Increase engagement and viewing time

User Interface and Discovery

Beta “conversational search” uses generative AI to let users find titles via natural language queries (https://www.storyboard18.com/amp/digital/netflix-doubles-down-on-ai-innovation-to-enhance-storytelling-and-advertising-efficiency-82916.htm  )

Voice and emotion-aware interfaces enabling AI-generated playlists or theme-based browsing ( https://www.storyboard18.com/amp/digital/netflix-doubles-down-on-ai-innovation-to-enhance-storytelling-and-advertising-efficiency-82916.htm )

Make navigation more intuitive and human-like

Localization

Generative AI used for multilingual dubbing, subtitles, and localized marketing assets across global regions ( https://www.outlookbusiness.com/news/netflix-says-it-is-well-positioned-to-integrate-ai-but-human-storytellers-stay-central )

Full synthetic voice localization while maintaining actor tone consistency ( https://www.outlookbusiness.com/news/netflix-says-it-is-well-positioned-to-integrate-ai-but-human-storytellers-stay-central )

Expand international reach efficiently

Advertising Optimization

AI-driven ad targeting and creative generation improve ad revenue efficiency for Netflix’s ad-supported tier ( https://www.cnbc.com/2025/10/22/netflix-all-in-on-leveraging-ai-in-its-streaming-platform.html )

Dynamic, generative ad personalization matching user mood and session context ( https://www.neowin.net/news/netflix-says-its-doubling-down-on-ai-in-its-media-and-ads/ )

Enhance advertising ROI and viewer relevance

Game Development

Generative AI tools supporting story and character ideation for Netflix’s interactive games section (https://dataconomy.com/2025/10/22/netflix-goes-all-in-on-generative-ai-for-filmmaking/ )

Procedural AI-generated environments and adaptive storytelling in games (https://dataconomy.com/2025/10/22/netflix-goes-all-in-on-generative-ai-for-filmmaking/  )

Create scalable game content aligned with brand franchises

AI Governance and Ethics

Partner disclosure requirements, legal approvals for likeness simulation, and provenance tracking for AI use ( https://dataconomy.com/2025/10/22/netflix-goes-all-in-on-generative-ai-for-filmmaking/ )

Broader ethical AI governance framework monitoring data provenance and creation metadata (https://partnerhelp.netflixstudios.com/hc/en-us/articles/43393929218323-Using-Generative-AI-in-Content-Production  )

Ensure transparency and protect creator/IP rights


Tuesday, October 21, 2025

We Don't Know What We Don't Know

One fascination I have with public policies is how often we have no idea whether our policies actually work. That perhaps is not surprising, given the complexity of most “human, civic and social problems.” And, for many reasons, not the least of which is ethical, we never can do controlled studies. 


Some of that uncertainty can be seen in public policies to support home broadband, where we still do not have conclusive and consistent evidence that municipal networks actually produce outcomes greater than the opportunity costs and actual investment.  


Study / report

Year

Geography

Method

Headline finding (summary)

Christopher S. Yoo & Timothy Pfenninger, “Municipal Fiber in the United States: A Financial Assessment” (UPenn)

2017 (report); published versions 2022

United States (sample of municipal FTTH projects)

Financial statement analysis of 20 municipal fiber projects (multi-year cash flow and debt repayment projections)

Found 11 of 20 municipal fiber projects generated negative cash flow over the sample period; only 2 of 20 were on track to recover total project costs within expected useful life — authors conclude many municipal projects would not cover costs without subsidies or external support. (Penn Carey Law)

Casey J. Mulligan / Jonathan Kolko (Public Policy Institute of California), “Does Broadband Boost Local Economic Development?” (Kolko, PPIC)

2010

U.S. counties / metro areas (United States)

Econometric analysis of broadband penetration vs local economic indicators

Concluded broadband expansion had limited measurable effects on local employment and wages in their models — economic benefits to residents appear limited and do not clearly outweigh large public deployment costs in some settings. (Public Policy Institute of California)

Grant S. Ford, “The rewards of municipal broadband: An econometric assessment” (Journal article / working paper)

2021

U.S. cities with municipal investments

Econometric evaluation of labor-market / economic outcomes after municipal broadband investment

Found no economically or statistically significant effect of municipal broadband on labor-market outcomes — casts doubt on large local economic returns sufficient to justify big public subsidies. (ScienceDirect)

C. S. Yoo (earlier working material / analyses summarized in press), “Municipal Fiber in the United States: An Empirical Assessment of Financial Performance” (UPenn summary & press)

2017 (widely reported)

Sample U.S. municipal FTTH projects

Empirical accounting of cash flows, break-even projections

Reported multiple high-profile municipal projects that would not repay costs within realistic timeframes (e.g., extremely long payback estimates for some cities), concluding that fiscal risks to municipalities can be material without subsidies. (Penn Carey Law)

ITIF / policy analyses (myth-debunking & affordability critiques), “Are High Broadband Prices Holding Back Adoption? / Broadband Myths” (ITIF)

2021

United States (policy analysis)

Policy literature review & data analysis

Argues that affordability/subsidy programs are likely to be a blunt tool in many contexts; recommends targeted subsidies instead of broad infrastructure subsidies because wide public subsidies may not be cost-effective in driving adoption or economic gains. (Policy critique relevant to subsidy cost-effectiveness.) (ITIF)


The issue, in all cases, is that careful investigators do point out that correlation is not causation. 


They argue that there might be a correlation between higher home broadband investment and economic outcomes, though not suggesting the home broadband investment “caused” the increases. 


The broad problem is that it never is clear whether home broadband investment follows economic growth and reflects it, or somehow enables it. Economic growth, when it happens, is likely the result of a lot of interconnected causes, and home broadband might not even be among the drivers. 


Study / report

Year

Geography

Method

Headline finding (short)

Qiang, Rossotto & Kimura (World Bank — Information and Communications for Development)

2009

120 countries (developed + developing)

Cross-country growth regressions (endogenous growth framework)

Found broadband diffusion associated with higher GDP growth: estimated sizable positive effects of broadband penetration on GDP per capita for both developing and developed countries. (World Bank)

Koutroumpis — The economic impact of broadband on growth (Oxford / OECD analyses)

2009 (and follow-ups)

OECD countries (multi-country panels)

Simultaneous macro + micro modelling / panel IV

Estimates that faster broadband adoption and higher speeds measurably raise GDP — e.g., a 10% increase in penetration or speed changes produce nontrivial % gains in GDP. (ITU)

Czernich, Falck, Kretschmer & Woessmann — Broadband Infrastructure and Economic Growth (Economic Journal)

2011

OECD panel (1996–2007)

Instrumental-variable panel regressions

A 10 percentage-point increase in broadband penetration raised annual per-capita growth by ~0.9–1.5 percentage points (IV estimates). (OUP Academic)

Briglauer et al. — Socioeconomic benefits of high-speed broadband (peer-reviewed / 2024)

2024

Cross-country / country-level analyses

Econometric analysis of adoption & speed vs GDP outcomes

Reports positive short-run and pandemic-era effects of increased adoption/speeds on GDP; quantifies significant returns to adoption increases. (ScienceDirect)

Brattle Group — Economic Benefits of Fiber Deployment

2024

United States (nationwide modeling)

Benefit-cost modeling (NPV of housing value, income, employment, social benefits)

Finds large net present value benefits from fiber deployment (authors estimate substantial NPV and argue public support may be justified because private returns under-capture social benefits). (Brattle)

Brattle Group — Paying for Itself: ACP delivers more than it costs (Affordable Connectivity Program analysis)

2025

United States (program level)

Program cost-benefit modeling (health, education, labor market savings)

Concludes reinstating ACP yields net economic benefits greater than program cost via health, education, and labor productivity gains. (Brattle)

ITU / CITI (Columbia) — The Impact of Broadband on the Economy (Raul Katz)

2012

Global literature review + case analyses

Literature review + case studies; synthesis of empirical evidence

Summarizes broad evidence that broadband has positive effects on growth, productivity, and jobs and outlines policy issues for maximizing social returns. (ITU)

Broadband Commission / OECD syntheses

2013–2020

International

Literature syntheses / cross-country summaries

Survey of literature: typical estimates show a 10% rise in penetration can raise GDP growth by 0.24%–1.5% depending on context; policy reports argue public intervention can be warranted to capture social returns. (Broadband Commission)


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