Netflix has faced criticism over its use of AI-generated images in the documentary ‘What Jennifer Did,’ highlighting the risks of AI in distorting reality. In response, Netflix has issued a set of guiding principles for its production partners using generative AI (gen AI) tools. These tools are recognized as valuable creative aids that help generate unique media content rapidly. Netflix requires partners to disclose their intended gen AI use and adhere to five key guidelines: avoiding replication of copyrighted or identifiable material, ensuring generative tools do not store or train on production data, using enterprise-secured environments, ensuring generated content is temporary and not part of final deliverables, and not replacing talent performances without consent. Partners following these rules need only inform their Netflix contact, while those unsure must seek written approval. Netflix emphasizes maintaining audience trust and cautions about the legal and ethical implications of gen AI, even as co-CEO Ted Sarandos endorses AI’s potential to enhance creative workflows and reduce production costs, citing projects like the Argentinian sci-fi series ‘The Eternaut’ as examples.
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