Tech Desk 
Jul 23, 2025
Netflix is rumoured to be testing artificial intelligence (AI) tools in content production. As per the report, the company is using Runway AI's video tools, but it is not clear in what capacity the company is using the AI tools.
Apart from Netflix, Walt Disney is reportedly also testing waters with Runway's AI tools for its production house.
Netflix to launch Runway's AI tools
Bloomberg’s report stated that Netflix has begun using Runway AI's tools in content production. The report claimed that the streaming giant is currently just testing whether the AI firm's video generation software will be suitable for Netflix's production workflow.
However, it is yet not clear whether Netflix was planning to generate entire scenes using the technology or was looking at it to bring down its VFX costs.
Additionally, it is also not known whether Runway's AI tools would be used in the post-production and editing tasks.
Netflix co-CEO Ted Sarandos recently admitted to using AI videos for The Eternaut, highlighting how it was both faster and cheaper than traditional VFX. To note, Netflix did not use Runway's AI tools for this show, the report stated.
Amazon's House of David is another show where Runway's AI video models were used to generate frames in certain scenes.
It is worth noting that Netflix has yet to make any official announcement regarding the usage or launch of the Runway’s AI tools in content production.
