Netflix sets rules on AI use in film and TV production
Netflix has formalized its approach to generative artificial intelligence (AI) by publishing guidelines for its media-making partners. These guidelines aim to provide a framework for the responsible and transparent use of AI tools in content creation for the streaming platform, outlining acceptable parameters as Netflix increases its deployment of AI technologies.
The newly released generative AI guidelines, accessible through Netflix’s Partner Help Center, differentiate between low-risk and high-risk scenarios when integrating AI-powered tools or fully AI-generated content into media projects hosted on the platform. According to a report by The Wrap, Netflix emphasizes that its primary objectives are to safeguard personal data, protect creative rights, ensure compliance with established legal standards applicable to traditional content, respect performers, and maintain audience trust.
Netflix has publicly stated its perspective on the role of these technologies. “At Netflix, we see these tools as valuable creative aids when used transparently and responsibly,” the company stated. The guidelines also address the ongoing discussions and demands from Hollywood’s labor unions concerning the use of AI. Netflix urges its creative partners to ensure that the implementation of AI “does not replace or materially impact work typically done by union-represented individuals, including actors, writers, or crew members, without proper approvals or agreements.” This statement suggests an awareness of the potential impact of AI on employment within the entertainment industry and a commitment to addressing labor concerns.
The core of the guidelines establishes specific standards to determine the level of scrutiny required for generative AI use. This involves a process of escalating or “socializing” the use of AI, with the level of review dependent on the potential risks involved. Several key criteria are outlined to govern this assessment:
- Copyright compliance: The AI-generated outputs must not replicate or substantially recreate identifiable characteristics of unowned or copyrighted material, or infringe any copyright-protected works.
- Data security: The generative tools employed must not store, reuse, or train on production data inputs or outputs, ensuring the protection of sensitive information.
- Environment security: Where feasible, generative tools should be used within an enterprise-secured environment to safeguard inputs from unauthorized access or misuse.
- Material permanence: Generated material should ideally be temporary and not incorporated as part of the final deliverables, reducing the potential for unintended consequences or long-term risks.
- Talent displacement: Generative AI should not be used to replace or generate new talent performances or union-covered work without obtaining proper consent and adhering to existing agreements.
Netflix faced criticism earlier in 2024 following the disclosure that generative AI was used in the true-crime documentary *What Jennifer Did*. This instance brought scrutiny to the platform’s approach to AI in documentary filmmaking. Furthermore, Netflix acknowledged the use of generative AI in its post-apocalyptic original series, *The Eternaut*. In this case, AI-powered tools replaced the work of a traditional visual effects (VFX) house. Netflix co-CEO Ted Sarandos commented that this decision resulted in a tenfold increase in speed compared to conventional methods. *The Eternaut* marked the first instance of generative AI final footage being included in a Netflix original series or film.
In a separate development, Netflix is considering the addition of AI-generated advertisements to its lower-priced subscription tiers. Netflix’s advertising president characterized this potential move as a convergence of the company’s entertainment and technological capabilities.