So far Netflix movies don’t appear more AI-ified than any other Hollywood studio. As long as the company sticks with that position in practice, executives can try to toe the line in earnings calls and public statements. (Apple, Amazon and Google are also in entertainment of course, but their stock price rises and falls on other businesses.)

Filmmaker Guillermo del Toro vows never to use generative AI, calling it soulless creation, while Mckenna Grace earns praise for her emotional performance in Colleen Hoover’s Regretting You.

He also said artificial intelligence inspired some aspects of his Victor Frankenstein adaptation played by Oscar Isaac.

“AI, particularly generative AI — I am not interested, nor will I ever be interested,” del Toro said. “I’m 61, and I hope to be able to remain uninterested in using it at all until I croak. … The other day, somebody wrote me an email, said, ‘What is your stance on AI?’ And my answer was very short. I said, ‘I’d rather die.'”