Netflix has released a comprehensive set of guidelines for the use of generative AI (GenAI) in its global content productions, setting out clear rules on when and how such tools can be responsibly deployed. The framework, designed for filmmakers, production partners, and vendors, underscores the importance of transparency, data security, and respect for talent rights. It provides production teams with a structured process to assess proposed AI applications, noting that while many low-risk uses may not require legal review, any involvement of final deliverables, talent likeness, personal data, or third-party intellectual property must be escalated for written approval.
At the core of the framework are five guiding principles. AI outputs must not replicate or substantially recreate copyrighted material or likenesses that are not owned. Tools must avoid storing, reusing, or training on Netflix’s production inputs or outputs. Whenever possible, generative tools should be used only in enterprise-secured environments. AI-generated material should be treated as temporary and excluded from final deliverables unless cleared. Most importantly, AI should not be used to replace or generate talent performances or union-covered work without explicit consent. If a proposed use aligns with these principles, informing the relevant Netflix contact may be sufficient; however, any uncertainty or exception requires escalation and approval.
The guidelines also highlight specific scenarios that always require written consent. These include any data use involving unreleased Netflix assets, scripts, images, or personal information of cast and crew. Training models on third-party materials demands proof of legal rights. On the creative side, AI cannot be used to generate key story elements such as main characters or central visual designs without prior clearance. Referencing copyrighted works, public figures, or likenesses controlled by estates also requires approval. When it comes to performances, digital replicas, significant alterations in delivery, or changes to emotional tone are prohibited without documented consent and full compliance with union rules.
Ethical considerations also play a central role. Netflix prohibits the use of AI to mislead audiences, fabricate events, or displace union-represented work without proper agreements in place. To further protect sensitive production data, the platform recommends using only AI tools covered by its enterprise agreements, which restrict training or resale of inputs. Even under these agreements, the use of talent likenesses, unreleased footage, or confidential materials must still go through approval channels.
Another key distinction in the framework is between temporary AI-generated material and final deliverables. While exploratory use during creative development is permitted—such as mockups, test visuals, or draft text—any AI-generated audio, visual, or text element that appears on-screen in a final product may require clearance.
Special provisions also apply to talent enhancement. Consent is mandatory for creating digital replicas of performers, with exceptions only in limited cases such as reshoots, safety-related depictions, or scenarios where the performer is unrecognisable. Standard post-production practices like continuity fixes, cosmetic adjustments, or sound clarity improvements remain permissible. Furthermore, AI-trained models for manipulating talent must be production-specific and cannot be reused across projects without approval.
Finally, Netflix’s framework extends oversight to vendors and external partners. Any partner employing custom AI workflows must adhere to the same standards of data protection, consent, and creative integrity, regardless of whether work is conducted in-house or outsourced. By setting these boundaries, Netflix aims to encourage responsible innovation while ensuring that talent rights, ethical standards, and creative integrity remain protected in the age of generative AI.
