Netflix Issues Generative AI Guidelines for Content Production

Netflix has introduced comprehensive guidelines for the use of generative AI in content production to balance creative innovation with ethical responsibilities and protect viewer trust. These guidelines, which apply to production partners, emphasize transparency, requiring users to disclose AI usage and adhere to five key principles: AI outputs must not replicate copyrighted or identifiable material unlawfully, AI tools cannot store or train on production data, secure environments should be used, AI-generated content is for drafts only unless specially approved, and AI cannot replace union-covered talent without consent. The company’s policies come in the wake of backlash over AI usage in the 2024 documentary "What Jennifer Did" and reflect lessons learned from projects like the sci-fi series "The Eternaut," where AI helped reduce VFX costs. Netflix expects most low-risk AI applications to proceed with notification only, but any use involving final deliverables, talent likenesses, sensitive data, or significant creative elements requires written approval. These measures aim to ensure creative integrity, respect for rights holders, and alignment with global production standards amid rapid AI advancements.