Netflix has issued partner guidelines outlining use of generative AI in content workflows. The guidelines emphasize circumstances in which the use of generative AI requires advanced written approval, such as altering a character or performance, any inclusion of generative AI in the final product or using AI in a way that materially impacts union work. Fabricated content that could be “mistaken for real events” is to be avoided. Use of AI for “ideation” is deemed generally acceptable if done within guidelines. Allowing models to train on input or output of material destined for Netflix is off-limits.

Appearing in the company’s Partner Help Center, Netflix’s Using Generative AI in Content Production doc covers AI use in creative workflows for “video, sound, text, and image,” mandating the tools be used “transparently and responsibly.”

The “guiding principles” largely focus on avoiding situations that could expose the streamer to legal risk or compromise the integrity of its IP data. Netflix asks partners to consider the following before using GenAI “in any creative workflow”:

• The outputs do not replicate or substantially recreate identifiable characteristics of unowned or copyrighted material, or infringe any copyright-protected works.
• The generative tools used do not store, reuse, or train on production data inputs or outputs.
• Where possible, generative tools are used in an enterprise-secured environment to safeguard inputs.
• Generated material is temporary and not part of the final deliverables.
• GenAI is not used to replace or generate new talent performances or union-covered work without consent.

Even those who respond “yes” to all are urged to make Netflix aware of any AI involvement. Those who respond “no” or “unsure” must “escalate” to their Netflix contact before proceeding.

Use cases that always require written permission are organized into four sections: Data Use, Creative Output, Talent & Performance, and Ethics and Representation.

Ensuring “Confidentiality and Data Protection” urges the use of tools onboarded under a Netflix Enterprise Agreement for an “additional level of security.”

“Final Output vs. Temporary Media,” using “GenAI for Talent Enhancement” and “Using A Custom Workflow” each get their own section in the nearly 2,000 word document, which closes with a chart that triangulates proposed use cases with the action required.

During a July 17 earnings call, co-CEO Ted Sarandos told investors that “the very first” GenAI sequence to make it to final footage and appear on screen in a Netflix original series or film was “The Eternaut” in Q2.

The following week, Bloomberg reported that Netflix is “testing the waters” with Runway’s AI-powered software, “technology that’s controversial in Hollywood,” adding that “Netflix declined to comment.”