Skip to main content TechRadar the technology experts Search TechRadar View Profile België (Nederlands) Deutschland North America US (English) Australasia New Zealand Tech Radar Pro Tech Radar Gaming Back to school Nintendo Switch 2 NYT Wordle today Best laptop Best web hosting Recommended reading Artificial Intelligence Luma Labs' new Modify Video tool can reimagine scenes without reshooting Artificial Intelligence Want to be the next Spielberg? Google’s AI-powered Flow could bring your movie ideas to life Artificial Intelligence This movie is fully AI-generated and has a fully SAG-AFTRA cast – here’s 3 things you need to know about Echo Hunter Your Netflix home page is getting its biggest update ever, and yes, it includes generative AI Artificial Intelligence Midjourney just dropped its first AI video model and Sora and Veo 3 should be worried Think ads are bad now? Netflix and YouTube just revealed AI-powered commercials that could make cheap tiers unbearable Artificial Intelligence Character.AI's newest feature can bring a picture to uncanny life Disney and Netflix are quietly using the same generative AI startup – here’s why the rest of Hollywood is circling Amelia Schwanke 22 July 2025 Hollywood’s new secret weapon When you purchase through links on our site, we may earn an affiliate commission. Here’s how it works. The Eternaut (pictured) used generative AI in a scene where a building collapses (Image credit: Netflix) Disney is reportedly using generative AI from the same startup as Netflix Lionsgate and AMC Networks have also inked deals with Runway AI An increasing number of studios are experimenting with the tech Disney is reportedly the latest Hollywood studio to quietly use the same generative Artificial Intelligence (AI) tool as Netflix – and it's easy to see why others have been attracted to the controversial tech as they cite time and cost saving benefits on production. According to Bloomberg, The Walt Disney Company has been testing Runway AI's tools, and has even gone as far as to talk to the startup about possibly using its generative AI tools in movies and TV shows. While a Disney spokesperson has confirmed there are no plans to integrate the software, it's just another sign of how studios are becoming more comfortable with utilizing AI. It's no secret that Netflix is using AI, for instance. Co-CEO Ted Sarandos openly confessed as much – during the company's earnings call last week – when he revealed AI was used to generate a VFX (visual effects) sequence in an original production for the first time in dystopian drama The Eternaut. At the time, it wasn't disclosed which AI software was used, but a source has reportedly confirmed to Bloomberg that it was indeed Runway AI's tech. You may like Luma Labs' new Modify Video tool can reimagine scenes without reshooting Want to be the next Spielberg? Google’s AI-powered Flow could bring your movie ideas to life This movie is fully AI-generated and has a fully SAG-AFTRA cast – here’s 3 things you need to know about Echo Hunter To be clear, The Eternaut was not the first time that Netflix had used AI. It unsuccessfully tried to fix 80s sitcom A Different World with AI upscaling and was caught up the AI Oscars controversy after Emilia Pérez was criticized for using voice enhancement tech. Still, it marks the first time that Netflix has used generative AI in one of its own original projects. The reason why that's notable is because generative AI has the potential to completely upend the entire industry. There's a reason why the Hollywood actors' and writers' strikes in 2023 were so heavily focused on putting in place safeguards to protect the livelihoods and creative integrity of VFX artists and animators. It's one thing to mess around with Runway's AI to turn your home videos into Hollywood blockbusters, but for a billion dollar industry to start cutting corners is a slippery slope that many are rightfully concerned about. Which other Hollywood studios are using Runway AI? It's not just Netflix and Disney that are reportedly working with Runway AI. Two years ago, Variety revealed that VFX artist Evan Halleck used the startup's tools in Everything Everywhere All At Once to remove the background from certain scenes. Get daily insight, inspiration and deals in your inbox Sign up for breaking news, reviews, opinion, top tech deals, and more. Contact me with news and offers from other Future brandsReceive email from us on behalf of our trusted partners or sponsorsBy submitting your information you agree to the Terms & Conditions and Privacy Policy and are aged 16 or over. The same justifications were used then as they're now, with Halleck claiming that it was cheaper and faster to use AI tools than more time consuming processes like rotoscoping. Sarandos recently echoed these sentiments when he said "that the VFX sequence [in The Eternaut] was completed 10 times faster than it could have been completed with visual, traditional VFX tools and workflows". At the time, it was also reported Runway was even working The Late Show with Stephen Colbert. "They’re using it almost for on a daily basis to translate hours of work. The team is able to iterate their ideas faster, and it’s helping them augment their creative workflow," Runway CEO Cristóbal Valenzuela told Variety. In the years since, Hollywood has begun to warm to AI even faster then some may have initially predicted. Indeed, it's been reported that Runway AI inked a deal with Lionsgate in September 2024. Vice chairman of the studio Michael Burns says the tie-up will help it produce "movies and television shows we’d otherwise never make". Since then, more production companies have jumped on the bandwagon. The creator and co-showrunner of Amazon's House of David , Jon Erwin, revealed to Variety that various AI tools were used to create a scene in the show, including Runway's AI video generator. Just last month, Runway AI also partnered with AMC Networks to use its tools to help visualize a TV show that hasn't yet been produced as well as to generate marketing images, The Hollywood Reporter (THR) reported. "It’s kind of a natural transition for every entertainment and media company; they need to think through what AI means for them," Valenzuela told THR when asked about the AMC partnership. It seems inevitable that more studios will continue to work with Runway AI as more become comfortable making it publicly known, and it looks like the startup isn't stopping at Hollywood. A new text-to-video game AI generator is on the way that will no doubt have a huge impact on the gaming industry once it's further developed, according to The Verge. Could we see Runway AI make the same inroads in the gaming industry? I'd look to Hollywood as the blueprint. You might also like Forget Sora, Runway is the AI video maker coming to blow your mind This AI can turn your mundane video into a special effects spectacular 5 things AI does in movies and TV I'm still waiting on Amelia Schwanke Social Links Navigation Senior Editor UK, Home Entertainment Amelia became the Senior Editor for Home Entertainment at TechRadar in the UK in April 2023. With a background of more than eight years in tech and finance publishing, she's now leading our coverage to bring you a fresh perspective on everything to do with TV and audio. When she's not tinkering with the latest gadgets and gizmos in the ever-evolving world of home entertainment, you’ll find her watching movies, taking pictures and travelling. You must confirm your public display name before commenting Please logout and then login again, you will then be prompted to enter your display name. Luma Labs' new Modify Video tool can reimagine scenes without reshooting Want to be the next Spielberg? 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