Netflix has revealed internal guidelines for using generative artificial intelligence (AI) in the content production process. These guidelines emphasize that AI can serve as a tool to complement human creativity, but should not replace the creative process itself.
Netflix announced the details through a partner-exclusive support center. The five core principles are as follows: do not imitate or reproduce copyrighted materials; avoid unauthorized storage, reuse, or learning from data input during the production process; operate tools only within a corporate security environment; do not use AI-created outputs as final deliverables; and require consent if AI replaces areas guaranteed by actors’ unions or the likeness of actors.
These guidelines were developed after Netflix first applied generative AI to the visual effects work of the Argentine drama “El Eternauta.” At the time, AI was used to implement scenes of collapsing buildings, which reportedly shortened production time and reduced costs. However, actors’ unions and production associations expressed concerns that AI could threaten jobs.
With these principles, Netflix mandates that production partners share and obtain pre-approval for AI usage. Particularly in sensitive areas such as personal images, personal data, or copyrighted material, written approval is required.
The company stated, “Viewers must be able to trust the content on the screen,” and warned that care must be taken to ensure AI does not blur the lines between fact and fiction or mislead viewers.
Netflix Co-CEO Ted Sarandos recently noted at a performance announcement that “AI offers an opportunity to not only reduce costs but also create better stories.” He highlighted “El Eternauta” as an example of increased production efficiency.
The industry anticipates that Netflix’s policy will influence other studios and broadcasters. It is the first time guidelines reflecting agreements between production companies and labor unions have been publicly released since the Hollywood strike last year, where actors and writers’ unions strongly opposed AI usage.
While acknowledging the potential of AI, Netflix remains firm that the final creative work must remain within the human domain. How thoroughly these guidelines will be enforced on the ground and how they will spread across the industry depend on future actions.
