Disney & Netflix Secretly Using AI To Make Videos: Here's The Startup Behind It All
The early involvement of Disney and Netflix hints that AI's role in film and television may move from the margins to the mainstream sooner than expected.
Two of the world’s biggest streaming platforms, Disney and Netflix, have taken a significant but subtle step. According to a report by TechRadar, both companies are now leveraging AI tools from Runway, a startup that has developed a text-to-video generator known as Gen-3 Alpha. Though no official partnerships have been announced, the move signals growing interest in integrating artificial intelligence into video production at the highest levels.
Runway’s Gen-3 Alpha Model Draws Interest
Runway’s Gen-3 Alpha is capable of generating short video clips from written prompts. Unlike still image-based tools, Gen-3 Alpha focuses on dynamic, moving visuals tailored for storytelling. Its ability to translate text into coherent, stylised video opens new doors for pre-visualisation and concept development in filmmaking.
One standout example comes from director Alex Topaller’s work on El Eternaute (or The Eternauts), created using Gen-3 Alpha. Topaller described the model as “a tool that expands imagination,” highlighting its potential to reshape creative workflows. As TechRadar reports, several Hollywood insiders are taking notice and evaluating its real-world production value.
Streaming Giants Stay Quiet But Active
Neither Disney nor Netflix has formally confirmed its collaboration with Runway, but the report suggests both companies are actively using the tool behind the scenes. This quiet adoption reflects a broader trend: studios are experimenting with generative AI cautiously, aware of the scrutiny surrounding its ethical and creative implications.
Yet, the fact that two industry leaders are testing the same tool points to a shared belief that AI could soon become a core part of content creation.
What This Could Mean For Hollywood
The interest in Runway is not happening in isolation. As more studios begin to explore AI tools for video production, the industry could witness a shift in how content is made, potentially speeding up development while cutting costs. But this change won’t be without resistance, especially from those concerned about its impact on jobs and originality.
Still, the early involvement of Disney and Netflix hints that AI's role in film and television may move from the margins to the mainstream sooner than expected.
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