Netflix sets rules for the use of generative AI in its productions

Netflix has defined a series of guidelines that its partners must follow when using generative artificial intelligence (AI) tools in their production processes. The company stated that these technologies can be "valuable" if applied in a "transparent and responsible" manner.

To that end, the platform published a set of guiding principles in its Partner Help Center that seek to guide filmmakers, producers, and suppliers regarding the application of this technology. The document details the scenarios in which AI can be used, as well as those that require prior authorization. (See: Fecoljuegos warns of a 30% drop in healthcare resources due to taxes .)

One of the key points is respect for copyright. Netflix clarified that the generated results cannot replicate or recreate characteristics of protected works or infringe copyrighted content. It also established that the tools cannot store, reuse, or be trained with production data. According to the company, the information should be used only at the time of the material's generation.

Another aspect highlighted is the secure environment. The company required that AI be used within controlled spaces to ensure data protection and prevent leaks. Furthermore, generated timeless materials should not be incorporated into final deliverables, but may only be used internally and temporarily.

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Regarding talent protection, the company made it clear that AI cannot be used to replace or recreate new performances by actors, actresses, or other professionals without the express consent of those involved or the relevant unions. Netflix warned that even significant digital alterations to existing performances can have legal or reputational repercussions.

The company also explained that certain uses of this technology require written approval. This group includes the use of material requiring authorization or special consent, which includes personal data, third-party content, or productions without a clearly identified owner. In all cases, the generated content must comply with the same legal and artistic standards as traditional methods.

Additionally, Netflix instructed its partners not to create pieces that could be confused with real events, statements, or people who don't exist. According to the guidance, digital representations of talent, voices, or images may only be made with explicit and documented consent .

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In cases where a partner hires an AI vendor or studio, the platform indicated that the guide should be used to evaluate data handling, creative control, and results. In situations of uncertainty, it recommended that teams consult directly with the company to determine compliance with the requirements.

While the company outlined clear limits, it also emphasized that artificial intelligence can bring new possibilities to creative processes. “ AI-generated content should be used with caution ,” the publication noted, but acknowledged that its implementation can enrich productions as long as established standards are respected.

Netflix has already tested this technology in its own productions. In July, co-CEO Ted Sarandos reported that the series El Eternauta was the first to use generative AI tools , marking the beginning of a phase of regulated experimentation within the platform.

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