Netflix is allowing production teams to use generative AI, but only under clear rules. The move comes after criticism over its 2024 true crime documentary What Jennifer Did, which was accused of distorting reality with AI-generated images.
To avoid similar backlash, Netflix released new guidelines on its Partner Help Center. The company views generative AI as a creative tool but stresses that it must be used responsibly. Partners are required to inform their Netflix contact if they plan to use AI in production. If AI outputs include final deliverables, likenesses, personal data, or copyrighted material, written approval is mandatory.
Netflix outlined five best practices for AI use:
- Do not copy or recreate identifiable copyrighted material.
- Do not allow tools to store or train on production data.
- Use enterprise-secured environments for AI inputs.
- Keep generated material temporary and out of final deliverables.
- Do not replace or create talent performances or union-covered work without consent.
Netflix says most low-risk use cases do not require legal review. However, partners must seek approval when unsure or when their use falls outside these principles.
