Netflix Sets Clear Rules for Using Generative AI in Shows
Netflix introduces strict generative AI guidelines for creators, ensuring responsible, transparent use while protecting copyright, talent rights, and audience trust.
Netflix has officially confirmed that generative AI has entered its creative process—but only under strict rules. A few weeks after revealing that it experimented with generative AI in one of its shows for the first time, the streaming giant has now rolled out clear guidelines for creators. The goal, Netflix says, is to encourage innovation while protecting copyright, talent rights, and audience trust.
In a detailed blog post, Netflix explained its stance: “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.”
The company further emphasized, “At Netflix, we see these tools as valuable creative aids when used transparently and responsibly. Given the sensitivities surrounding the use of these tools and the evolving legal landscape, it is essential to act responsibly when employing generative workflows.”
Netflix’s Guidelines for AI in Content Creation
According to the new rules, creators must ensure the following before using AI in their projects:
- AI outputs should not replicate or substantially recreate identifiable characteristics of copyrighted or unowned material.
- Generative tools used in production cannot store, reuse, or train on production-related inputs or outputs.
- Wherever possible, creators must rely on enterprise-secured AI environments to protect inputs.
- Any generated material must remain temporary and should not be included in final deliverables.
- AI cannot be used to replace, replicate, or generate performances of union-covered talent without their explicit consent.
Netflix clarified that only those creators who can confidently meet all these conditions can use AI—and they must inform the company about it. If creators are unsure about whether their AI usage complies, they are required to seek legal approval before proceeding.
When Written Approval Is Needed
The company has also identified high-risk areas where written consent from Netflix is mandatory. These include:
- Using proprietary or confidential data in AI training.
- Leveraging another artist’s work to train or fine-tune AI models.
- Creating primary characters or major visual elements using AI.
- Using prompts that resemble public figures or reference copyrighted material.
AI Off-Limits in Certain Cases
Netflix has also placed strict bans on specific uses of AI. For instance, generative AI cannot be used to create storylines or visuals based on real-world events.
The company explained why: “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.”
Striking a Balance Between Creativity and Responsibility
By drawing these boundaries, Netflix is signaling that while it welcomes generative AI as a creative tool, it will not compromise on legal safety, ethical responsibility, or audience trust.
The move comes at a time when Hollywood unions, copyright holders, and global regulators are all debating how AI should—and should not—be used in the entertainment industry. For Netflix, the message is clear: innovation is welcome, but only with transparency and responsibility.
