Netflix has laid out new guidelines for using generative AI in productions, as reported by The Verge. The aim? Encourage creativity while protecting people, IP, and ethics.
Big ideas in bullets:
- AI is a tool, not a replacement. Netflix frames gen AI as a creative aid—never a wholesale swap for human talent.
- Disclosure required. Partners must notify Netflix before using AI, especially for anything that touches likeness, personal data, or final deliverables.
- Five responsible use principles. Netflix’s gen AI best practices hinge on these essentials:
- The outputs do not replicate or substantially recreate identifiable characteristics of unowned or copyrighted material, or infringe any copyright-protected works.
- 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.
- Escalation triggers. Any AI-generated material in the final cut, or uncertainty about compliance, requires legal review and written approval.
- AI in action. In The Eternaut, Netflix used AI for a collapsing building scene—delivering results 10x faster than traditional VFX and making effects accessible on tighter budgets.
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Netflix’s approach signals a cautious but pragmatic embrace of AI: unlock efficiency and creativity, but draw the line at replacing talent or risking legal fallout. Would your organisation benefit from adopting similar guardrails?
