Overview

• Netflix posted the guidelines in its Partner Help Center and requires filmmakers, production partners and vendors to disclose any planned generative AI use to their Netflix contact.
• A tiered review framework distinguishes low- and high-risk scenarios, with written approval required when compliance is uncertain or for uses such as generating background elements, key character designs or settings, replicating talent, referencing copyrighted or celebrity material, or using Netflix proprietary assets.
• Outputs must not replicate protected works, tools must not store or train on production inputs or outputs, and use in enterprise-secured environments is preferred with a bias toward non-final, temporary assets.
• Generative AI cannot replace or materially impact union-covered work without consent or applicable agreements, and changes that affect a performance’s delivery or intent require careful compliance with acting guild norms.
• The move aligns with WGA and SAG-AFTRA AI provisions and follows scrutiny of AI use in What Jennifer Did and The Eternaut, while executives have said Netflix is considering AI-generated ads for lower-priced tiers.