Netflix Outlines Guidelines for Using Generative AI in Production

As generative AI becomes increasingly integrated into creative and production workflows, Netflix has introduced a set of principles that clarify how these tools should be used and in which cases explicit approval from the company is required.

These guidelines are not limited to directors and producers working directly with Netflix but also extend to external collaborators and vendors, including post-production facilities and technology providers offering AI-based solutions.

According to Netflix, generative AI (GenAI) tools—which can quickly produce new video, audio, text, or images—are valuable creative aids when applied transparently and responsibly. The aim of the framework is to help filmmakers and partners determine appropriate uses, evaluate potential risks, and adopt a consistent approach when working on Netflix projects.

At the same time, the company stressed the need for partners to disclose any planned use of AI. In many low-risk scenarios, no legal review will be required. However, if generated outputs involve final deliverables, personal data, talent likeness, third-party IP, or union-covered performances, written approval must be obtained in advance.

The core principles to follow include:

• avoiding replication of copyrighted or unowned material;
• ensuring tools do not store, reuse, or train on production inputs or outputs;
• using secure, enterprise-grade environments wherever possible;
• treating AI-generated content as temporary, not final;
• refraining from replacing or generating talent performances without consent.

Netflix also emphasized that these rules apply even when custom AI workflows are built from multiple tools or models—the same safeguards must remain in place.

For more details, you can read Netflix’s full guidelines on using generative AI in content production here