During the company’s latest earnings call, Ted Sarandos made a bold and very relevant point: no matter how advanced generative AI gets, it can't replace the kind of creativity that moves millions and he used Taylor Swift as the example. He pointed out that even though AI-generated music, video and content are proliferating, major artists remain dominant. That implies something fundamental: human creativity still matters.
Sarandos said that AI-generated music has been around “for a long time” yet star-performers like Taylor Swift continue to dominate because what they do isn’t just predictable riffs and loops it’s emotional resonance, narrative, authenticity. He argued that while AI tools can generate visuals, sounds and scripts, these tools lack the human spark that turns content into culture.
He framed Netflix’s stance like this: “For what we do: it takes a great artist to make something great. Writing and making shows well is a rare commodity, and it’s only done successfully by very few people.” He added that AI is more of a powerful aid than a replacement: the company sees generative technologies as tools to help creators “tell stories better, faster and in new ways” not tools to replace them.
He wasn’t skeptical about AI’s potential. In fact, he highlighted how Netflix has integrated AI for years, using it for recommendations, production aids and efficiency-boosts. But he drew a clear line: while AI can shave down effects budgets (he cited how expensive de-aging used to be) and speed up production, it can’t replicate the vision, the voice, and the empathy that high-impact creative work requires.
The relevance of the Taylor Swift example lies in her global reach and cultural influence. Even in a world where AI-generated songs and imitators are available, she continues to draw massive crowds, create new narratives and sustain loyalty. From Sarandos’s vantage, that signals the kind of “human creative premium” that streaming platforms and entire entertainment industries still need to protect.
This perspective matters deeply for Netflix as it expands content globally, invests billions in original programming and braces against disruption from AI-powered rivals. The warning is implicit: if a company leans too heavily on machines and forgets to back talent, it risks producing content that lacks the spark audiences crave.
Of course, the counter-argument exists: If AI continues to improve, perhaps what seems irreplaceable now may shift later. But for now, Ted Sarandos is betting on humans. And if his Taylor Swift example is any indication, so should we all bet on the unique value of human creativity even in an AI era.
