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Netflix uses generative AI in one of its shows for first time | Netflix

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Netflix has used artificial intelligence in one of its TV shows for the first time, in a move the streaming company’s boss said would make films and programmes cheaper and of better quality.

Ted Sarandos, a co-chief executive of Netflix, said the Argentinian science fiction series El Eternauta (The Eternaut) was the first it had made that involved using generative AI footage.

“We remain convinced that AI represents an incredible opportunity to help creators make films and series better, not just cheaper,” he told analysts on Thursday after Netflix reported its second-quarter results.

He said the series, which follows survivors of a rapid and devastating toxic snowfall, involved Netflix and visual effects (VFX) artists using AI to show a building collapsing in Buenos Aires.

“Using AI-powered tools, they were able to achieve an amazing result with remarkable speed and, in fact, that VFX sequence was completed 10 times faster than it could have been completed with traditional VFX tools and workflows,” he said.

He said the use of AI tools allowed Netflix to fund the show at a much lower cost than is typical for a big-budget production.

“The cost of [the special effects without AI] just wouldn’t have been feasible for a show in that budget,” Sarandos said.

The use of generative AI in the entertainment industry has sparked fears of job cuts, particularly in areas such as the production and special effects industry.

In 2023, AI was a key sticking point in dual strikes by Hollywood actors and writers, which secured agreements to ensure the new technology stayed in the control of workers rather than being used to replace them.

Sarandos said: “This is real people doing real work with better tools. Our creators are already seeing the benefits in production through pre-visualisation and shot planning work, and certainly visual effects. I think these tools are helping creators expand the possibilities of storytelling on screen, and that is endlessly exciting.”

His comments came after Netflix reported $11bn revenue for the quarter to the end of June, a 16% year-on-year increase.

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The company said its better-than-expected performance was boosted by the success of the third and final series of the Korean thriller Squid Game.

Netflix expects its small but fast-growing advertising business to “roughly double” in size this year.

“Netflix’s better-than-expected quarter is a result of great content, increased pricing, and advertising momentum hitting all at once,” said Mike Proulx, the vice-president of research at Forrester, a market research company. “While there’s still work to be done to bolster its ad capabilities, the hardest part is in Netflix’s rear-view mirror with the full rollout of its proprietary ad tech platform.”



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Northwestern Magazine: Riding the AI Wave

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Although Hammond says he barely remembers his life before computers and coding, there was indeed a time when his world was much more analog. Hammond grew up on the East Coast and spent his high school years in Salt Lake City, where his mother was a social worker and his father was a professor of archaeology at the University of Utah. Over the course of 50 years, Philip C. Hammond excavated several sites in the Middle East and made dozens of trips to Jordan, earning him the nickname Lion of Petra. Kris joined these expeditions for three summers, working as his father’s surveyor and draftsman.

“Now, once a week, I ask ChatGPT for a biography of my father, as an experiment,” Hammond says, bemused. “Sometimes, it gives me a beautifully inaccurate bio that makes him sound like Indiana Jones. Other times, it says he is a tech entrepreneur and that I have followed in his footsteps.”

While those biographical tidbits are more AI-generated falsehoods, Hammond and his father have both traced intelligence from different worlds — one etched in stone and another in silicon. Wanting a deeper understanding of the meaning of intelligence and thought, Hammond studied philosophy as an undergraduate at Yale University and planned to go law school after graduation. But his trail diverged when a fellow member of a local sci-fi club suggested that Hammond, who had taken one computer science class, try working as a programmer.

“After nine months as a programmer, I decided that’s what I wanted to do for a living,” Hammond says.

That sci-fi club guy was Chris Riesbeck, who is also now a professor of computer science at McCormick. Hammond earned his doctorate in computer science from Yale in 1986. But he didn’t abandon philosophy entirely. Instead, he applied those abstract frameworks — consciousness, knowledge, creativity, logic and the nature of reason — to the pursuit of intelligent systems.

“The structure of thought always fascinated me,” Hammond says. “Looking at it from the perspective of how humans think and how machines ‘think’ — and how we can ‘think’ together — became a driver for me.”

But the word “think” is tenuous in this context, he says. There’s a fundamental and important distinction between true human cognition and what current AI can do — namely, sophisticated mimicry. AI isn’t trying to critically assess data to devise correct answers, says Hammond. Instead, it’s a probabilistic engine, sifting through language likelihoods to finish a sentence — like the predictive text you might see on your phone while composing a message. It is seeking the most likely conclusion to any given string of words.

“These are responsive systems,” he says. “They aren’t reasoning. They just hold words together. That’s why they have problems answering questions about recent events.”





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America’s Biggest Cyber Crisis Isn’t Just Artificial Intelligence

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In 2021, Patrick Hearn wrote “Digital Identity Is a National Security Issue,” where he argued that the U.S. government has put the safeguarding of digital identity on the back burner, despite hosts of threats from foreign adversaries. Four years later, we asked Patrick to revisit his analysis in light of advancements in cyber capabilities of both the United States and its adversaries.Image: U.S. Air Force (Photo by Airman 1st Class Andrew J. Alvarado)In your 2021 article, “Digital Identity Is a National Security Issue,” you argue the federal government has long treated digital identity as a secondary issue and should do more





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Futuri Announces Advancements to TopLine AI, Featuring Instant Custom Research, Sales Presentations, and CRM Integration to Help Teams Close Business Faster

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AUSTIN, Texas, Sept. 3, 2025 /PRNewswire/ — Futuri has launched major AI upgrades to TopLine, its sales intelligence system trusted by media companies worldwide. Using Agentic AI that integrates directly into CRMs like Salesforce and HubSpot, TopLine is redefining how Sales Executives prepare, present, close, and renew business.

Closing the Gap Between Data and Revenue

With new CRM integration and AI-driven automation, TopLine equips sales teams to deliver custom client research and full presentations instantly, designed and ready to present without leaving the CRM they already use daily. This innovation reduces the need to bounce between multiple research tools, eliminating traditional bottlenecks and allowing sales teams to move at the speed of sales.

Key new CRM integration capabilities include:

  • Direct sync with Salesforce, HubSpot, and other CRMs ensures that sales teams can seamlessly integrate TopLine intelligence into existing workflows.
  • Automatic Personality Profiles + Digital Research – Instant insights into buyers and their markets.
  • AI-Designed Presentations in Minutes – Polished, data-backed, and client-ready.
  • Pre-Built Broadcast + Digital Schedules – Campaign proposals included, giving AEs a fast onramp to new revenue opportunities (with easy customization).
  • Built-In Co-Op Opportunity Finder – Surfaces hidden funding sources to help close more deals.
  • Trend + Business Opportunity Identification – Pinpoints where growth potential is emerging.

Accelerating Business Growth

“TopLine has always been about giving broadcasters a competitive edge in sales,” said Kathy Eagle, VP/GM of TopLine at Futuri. “We have built AI models that deliver research, creative, and campaign proposals in minutes instead of days. This empowers sellers to build trust faster, present smarter, and close more.”

Commitment to Broadcasters

These enhancements underscore Futuri’s mission to help broadcasters win more business in a competitive media landscape with less manual work. TopLine shortens cycles, improves win rates, and unlocks new revenue streams so sales teams can spend more time building relationships.

Media Contact:
For more information: www.FuturiMedia.com/TopLineCRM
Contact Mary Rogers | [email protected] | 877-221-7979 ext 450

About Futuri
Futuri is a global leader in AI solutions that drive audience and revenue growth for broadcasters, digital publishers, and content creators. Founded in 2009, Austin-based Futuri is at the forefront of AI-powered audience engagement and sales technology, trusted by thousands of broadcasters around the world. Key solutions include TopLine, a sales intelligence system designed to enhance local advertising sales and expedite the sales cycle; TopicPulse, an AI-powered story discovery system that provides real-time insights and predictions about trending topics; AudioAI, a cutting-edge system that enables broadcasters to create AI-powered hosts, streamline commercial production, and automate podcast creation; and POST, a system that automatically converts broadcasts into podcasts. More information about Futuri is available at www.FuturiMedia.com.

SOURCE Futuri Media



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