Netflix Unveils Generative AI Guidelines for Content Creation

Netflix spells out generative AI guidelines for moviemakers

Netflix defines "low risk" and "high risk" AI use cases. Credit: Oliver Berg/picture alliance via Getty Images 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": 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.

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: 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.