Netflix has confirmed that generative AI is now part of its creative process, but only under stringent regulations. Following its initial use of generative AI in a show, the streaming service has established explicit guidelines for creators. The aim, according to Netflix, is to foster innovation while safeguarding copyright, talent rights, and audience trust. In a comprehensive blog post, Netflix articulated its position: “Generative AI tools (GenAI) that enable users to quickly produce new and creatively distinct media (video, sound, text, and image) are increasingly utilized in creative workflows within Content Production.” The company further stated, “At Netflix, we regard these tools as beneficial creative aids when applied transparently and responsibly.
Given the sensitivities surrounding their use and the changing legal landscape, responsible action is crucial when implementing generative workflows.” Netflix has outlined specific requirements that creators must adhere to before incorporating AI into their projects. Outputs generated by AI must not duplicate or significantly recreate recognizable traits of copyrighted or unowned content. Generative tools employed in production are prohibited from storing, reusing, or training on production-related inputs or outputs. Whenever feasible, creators should utilize enterprise-secured AI environments to safeguard inputs. Any generated material must be temporary and excluded from final deliverables. AI should not be utilized to replace, replicate, or produce performances of union-represented talent without their explicit approval.
Netflix clarified that only those creators who can reliably meet all these criteria may employ AI, and they are obligated to notify the company accordingly. If creators are uncertain about the compliance of their AI usage, they must seek legal authorization before proceeding. The company has also highlighted high-risk areas where written consent from Netflix is required. These include: Using proprietary or confidential information for AI training. Utilizing another artist’s work to train or refine AI models. Developing primary characters or significant visual elements with AI. Employing prompts that mimic public figures or reference copyrighted content. Furthermore, Netflix has enforced strict prohibitions on certain AI applications.
For example, generative AI cannot be used to craft storylines or visuals based on real-world occurrences. The company justified this by stating, “Audiences should be able to trust what they see and hear on screen. GenAI (if misused) can blur the boundaries between fiction and reality or unintentionally mislead viewers. Therefore, we urge you to consider both the intent and the impact of your AI-generated content.” By establishing these guidelines, Netflix indicates that while it endorses generative AI as a creative resource, it will not compromise on legal security, ethical accountability, or audience trust.
This initiative arrives at a time when Hollywood unions, copyright holders, and global regulators are engaged in discussions about the appropriate uses of AI in the entertainment sector. For Netflix, the message is unequivocal: innovation is encouraged, but it must be pursued with transparency and responsibility.