Netflix has released a detailed set of guidelines for the use of generative AI (GenAI) in content production. The move comes as GenAI tools, capable of rapidly creating text, sound, images, and video, are increasingly being integrated into creative workflows.
The company shared the guidance in a blog post, noting that while GenAI tools can serve as valuable creative aids when used responsibly and transparently, all intended uses must be reported to Netflix contacts, particularly as new tools with varying risks continue to emerge.
The guidance highlights that most low-risk use cases, such as ideation or temporary media, may not require legal review. But if AI outputs involve final deliverables, use of talent likeness, personal data, or third-party intellectual property, written approval will be mandatory.
Netflix has laid out five key areas of consideration:
- Data Use: Partners must not input unreleased Netflix assets, personal data, or third-party material into GenAI tools without explicit approval.
- Creative Output: AI cannot be used to generate key creative elements like main characters or story-critical visuals without clearance.
- Talent and Performance: Digital replicas, synthetic voices, or significant alterations to performances require documented consent and legal review.
- Ethics and Representation: AI-generated content must avoid misleading audiences, infringing on copyrighted works, or replacing union roles without agreements.
- Confidentiality and Security: Production data must only be used with secure enterprise tools that prevent capture, resale, or training on inputs.
The company has also distinguished between temporary and final media, urging teams to flag any AI-generated elements intended for screen use early in the process. Even incidental props or background items may need review if they contribute to the story.
For vendors using custom GenAI workflows, Netflix requires that every stage of the pipeline meet its standards on data protection, consent, and creative integrity.
An accompanying Proposed Use Case Matrix categorizes common scenarios, ranging from low-risk ideation (approved) to higher-risk uses like character creation, talent replication, or unowned training data (requiring escalation).
With this framework, Netflix aims to strike a balance between embracing new technology and safeguarding creative rights, legal compliance, and audience trust.
