Indian Creators Embracing AI Faster Than Anywhere Else, Says Netflix Co-CEO Ted Sarandos

Netflix co-CEO Ted Sarandos believes that Indian creators are leading the global adoption of artificial intelligence (AI) in filmmaking, describing their enthusiasm for the technology as unmatched anywhere in the world. Speaking at The Indian Express' Express Adda during his visit to India, Sarandos highlighted how filmmakers are increasingly using AI as a creative tool rather than simply a way to reduce production costs.

Sarandos was in India to celebrate Netflix's 10-year journey in the country and shared insights into how AI is transforming the entertainment industry. According to him, Indian storytellers have embraced AI more aggressively because they view it as a technology that expands creative possibilities, allowing ambitious ideas to become reality even with limited budgets.

"The embrace of artificial intelligence from Indian creators has been much more aggressive and fast than anywhere in the world. We believe AI is a creator tool," Sarandos said.

He explained that Netflix already uses AI across hundreds of productions worldwide. The technology assists filmmakers in areas such as visual effects, pre-visualisations, scene planning, and reshoots, helping production teams work more efficiently while maintaining high creative standards.

Sarandos stressed that AI should be viewed as a tool that enhances storytelling rather than replacing human creativity. He believes the technology enables filmmakers to visualize complex scenes, improve production workflows, and deliver better cinematic experiences without compromising artistic vision.

The Netflix executive also noted that AI is helping creators bring stories to life that might otherwise remain unproduced due to financial or technical limitations. By reducing barriers to production, AI gives filmmakers greater freedom to experiment with ambitious concepts and innovative storytelling techniques.

India has emerged as one of Netflix's fastest-growing markets, producing globally successful films and series across multiple languages. Sarandos praised the country's vibrant creative community, saying that Indian filmmakers are demonstrating how emerging technologies can be used responsibly to enhance storytelling and reach wider audiences.

As streaming platforms continue investing in original content, AI is expected to play an increasingly important role in content creation. However, Sarandos reiterated that the technology should always support creators rather than replace them, emphasizing that compelling stories will continue to depend on human imagination, emotion, and creativity.

With AI rapidly becoming part of modern filmmaking, India's enthusiastic adoption of the technology could position the country's entertainment industry as a global leader in the next generation of digital storytelling.