Netflix adopts generative AI in shows with strict guidelines for creators

Netflix

Netflix has officially acknowledged its first use of generative AI in a TV show and has now issued a set of guidelines to ensure responsible and transparent use of the technology. The company says the move is aimed at encouraging creativity while avoiding legal challenges.

In a blog post, Netflix said generative AI tools capable of producing video, sound, text, and images are becoming more common across production workflows. The streaming platform considers them valuable creative aids when applied transparently and responsibly. However, it stressed that the evolving legal landscape requires careful use of such tools.

According to the guidelines, creators must ensure that generative AI outputs do not replicate copyrighted material or infringe existing works. The tools used should not store or train on production data, and where possible, they must be employed in secure environments. Generated material should be temporary and excluded from final deliverables. Netflix has also prohibited the use of AI to replace or create new talent performances or union-covered work without consent.

Only creators who can confidently meet these requirements may use generative AI, provided they inform the company. Those unsure about compliance will need to consult Netflix’s legal team before proceeding.

The company has also specified areas that require written approval, such as using proprietary data, training AI with other artists’ work, generating main characters or key visual elements, or creating prompts referencing public figures and copyrighted material. Additionally, Netflix has banned the use of generative AI in sensitive contexts such as producing content based on real events.

Netflix underlined that audiences must be able to trust what they see and hear on screen, warning that careless use of AI could blur the line between fiction and reality. The company urged creators to weigh both the intent and impact of their AI-generated content before use.