Netflix has issued a set of guidelines for its production partners regarding the use of generative artificial intelligence (gen AI) tools.
This move follows backlash over the use of AI in “What Jennifer Did,” a 2024 true crime documentary that used AI-generated images instead of real archival photos.
The streaming giant considers gen AI tools as “valuable creative aids” that allow users to quickly create new and creatively unique media such as video, sound, text, and images.
The new guidelines include five principles ensuring that outputs don’t replicate identifiable characteristics of unowned or copyrighted material, and that generative tools don’t store, reuse, or train on production data inputs/outputs.
Netflix has also clarified that gen AI shouldn’t be used to replace or generate new talent performances or union-covered work without consent. The company believes “audiences should be able to trust what they see and hear on screen.
” Given gen AI’s ability to “blur the line between fiction and reality or unintentionally mislead viewers,” Netflix urges its partners to exercise caution.
Cloudflare