Netflix publishes new generative AI guidelines for movie partners

Netflix has given its media-making partners more parameters for using generative AI as the company becomes more brazen in its use of AI.

The entertainment giant’s new generative AI guidelines, published last week on its Partner Help Center, outline low-risk and high-risk use cases for incorporating AI-powered tools or using completely AI-generated content in a piece of media hosted on Netflix. Reported by The Wrap, Netflix says its priorities are to protect personal data and creative rights, comply with legal standards of traditional content, respect performers, and build audience trust.

“At Netflix, we see these tools as valuable creative aids when used transparently and responsibly,” the company wrote. Netflix also acknowledged ongoing AI demands from Hollywood’s unions, urging creatives to ensure their work “does not replace or materially impact work typically done by union-represented individuals, including actors, writers, or crew members, without proper approvals or agreements.”

Primarily, the company establishes a set of standards that determine whether gen AI use needs to be escalated to the top or just “socialized”:

• The generative tools used do not store, reuse or train on production data inputs or outputs

• Where possible, generative tools are used in an enterprise-secured environment to safeguard inputs

• Generated material is temporary and not part of the final deliverables

• GenAI is not used to replace or generate new talent performances or union-covered work without consent

Netflix came under fire in 2024 for the disclosed use of generative AI in the true crime documentary What Jennifer Did. Earlier this year, the streaming platform once again admitted to using generative AI in its post-apocalyptic original The Eternaut, replacing the work of a traditional VFX house with “AI-powered tools.” Netflix co-CEO Ted Sarandos, lauding the decision, said the outcome was ten times faster than traditional methods. It was the first time generative AI final footage was included in a Netflix original series or film.

Meanwhile, Netflix may be adding AI-generated ads to the platform’s cheapest tiers, a move that the company’s advertising president called a merging of Netflix’s entertainment and technological prowess.