Netflix has confirmed that it has used generative AI in a television show for the first time and has now introduced detailed guidelines to ensure the technology is applied responsibly and transparently. The move comes as the entertainment industry continues to explore the role of artificial intelligence in creative workflows while navigating evolving legal and ethical concerns.
In a blog post, Netflix said, “Generative AI tools (GenAI) that allow users to rapidly generate new and creatively unique media (video, sound, text, and image) are increasingly being used across creative workflows in Content Production. At Netflix, we see these tools as valuable creative aids when used transparently and responsibly.”
The company explained that given the sensitivities and legal uncertainties around the use of generative AI, it is important to act with caution. To help creators, Netflix has outlined a set of rules that must be followed when using such tools.
The guidelines state that AI outputs should not replicate copyrighted material or infringe on others’ intellectual property, and generative tools must not store, reuse or train on production data. Wherever possible, creators should use enterprise-secured environments to protect inputs. Any AI-generated material should remain temporary and not appear in final deliverables. Importantly, generative AI must not replace or replicate performances of talent or union-covered work without consent.
Netflix has also listed specific areas where written approval is required, such as using proprietary data, training AI models on other artists’ work, generating main characters or significant visual elements, or using prompts that mimic public figures or copyrighted content. In addition, the company has banned the use of generative AI in certain contexts, including the creation of content based on real events.
“Audiences should be able to trust what they see and hear on screen. GenAI (if used without care) can blur the line between fiction and reality or unintentionally mislead viewers. That’s why we ask you to consider both the intent and the impact of your AI-generated content,” Netflix stated.
With these measures, Netflix aims to strike a balance between innovation and responsibility, allowing creators to experiment with new technology while protecting authenticity, talent and audience trust.
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