Hollywood is facing a major strike as Netflix makes a bold move in the realm of artificial intelligence (AI) content creation. The streaming giant recently posted a job listing for a machine learning platform product manager, offering an impressive salary ranging from $300,000 to $900,000 per year. This stark contrast to the earnings of many actors under the SAG-AFTRA contract, who may only make $200 a day, highlights the growing complexity of negotiations in the entertainment industry.
The job listing provides us with a glimpse into Netflix’s extensive use of AI. It reveals that the company is determined to fully integrate AI into every aspect of its business, going beyond developing algorithms for show and movie recommendations. Netflix aims to utilize AI to actively create great content and optimize the production of original movies and TV shows.
While Hollywood continues to grapple with ongoing labor disputes, the incorporation of AI into content creation adds a new layer of complexity to the negotiations. The striking actors are demanding safeguards to prevent their digital likenesses from being exploited by AI without proper compensation. SAG-AFTRA Chief Negotiator Duncan-Crabtree-Ireland has criticized companies for wanting to pay only half a day’s work while using actors’ images indefinitely.
Interestingly, Netflix’s foray into AI aligns with a recent episode of the dystopian sci-fi series Black Mirror. The storyline features Salma Hayek dealing with a studio that manipulates her scanned digital likeness without her consent. Black Mirror actor Rob Delaney commented on Netflix’s high salaries for its AI team, stating that the earnings could provide health insurance for thirty-five actors and their families, highlighting the distribution of resources as a priority in the industry.
In addition to the machine learning platform product manager role, Netflix is also seeking a technical director for generative AI at its gaming studio. This role comes with an annual salary of up to $650,000. The gaming studio utilizes generative AI to craft narratives and dialogue for immersive gaming experiences.
Netflix’s success with AI initiatives is evident as the company has already aired Deep Fake Love, a Spanish reality dating series that utilizes AI-generated deep fakes by scanning contestants’ faces. This shows Netflix’s strong commitment to integrating AI into its operations, as illustrated by its lucrative job openings in the field.
As the Hollywood strike continues, it remains to be seen how the negotiations will unfold with the introduction of AI in content creation. The conflicting perspectives and demands highlight the need for careful consideration and fair compensation in harnessing the power of AI while ensuring actors’ rights and protections are upheld. Only time will tell how Hollywood and major corporations like Netflix will navigate this intricate landscape shaped by AI’s emerging influence on the entertainment industry.
