Netflix Outlines Strict Guidelines for Partner Use of Generative AI in Productions

Netflix has introduced a set of clear guidelines for its production partners on the use of generative AI, following growing scrutiny over the technology’s role in its 2024 true crime documentary What Jennifer Did. The film, directed by Jenny Popplewell, drew criticism for reportedly using AI-generated images in place of real archival footage, raising concerns about the potential for AI to distort truth in factual storytelling. In response, Netflix published a detailed post on its Partner Help Center outlining its expectations for responsible AI use in content creation. The company acknowledges that generative AI tools are “valuable creative aids” capable of rapidly producing new and unique media—including video, audio, text, and images—but stresses the importance of using them responsibly amid the technology’s fast-moving evolution. To ensure alignment with industry standards and minimize risk, Netflix requires all production partners to inform their designated Netflix contact if they plan to use generative AI, especially as new tools emerge with evolving capabilities and potential pitfalls. While most low-risk applications that follow the company’s guidelines are unlikely to require legal review, any use involving final deliverables, talent likenesses, personal data, or third-party intellectual property must receive written approval before proceeding. Netflix’s framework is built around five core principles designed to promote ethical and transparent AI use: AI-generated content must not mislead audiences about what is real or factual. Partners must ensure that AI outputs do not infringe on the rights of individuals or third parties. Any use of real people’s likenesses, voices, or personal data must be authorized and compliant with privacy laws. AI should not be used to create content that could harm reputations or spread misinformation. Transparency is essential—partners should be able to clearly disclose when AI has been used in production. Netflix emphasizes that while it encourages creative teams to explore AI’s potential, they must not proceed without consulting their Netflix contact if they are uncertain about compliance. The company wants to maintain audience trust by ensuring that viewers can rely on the authenticity of what they see and hear on screen. Although the post doesn’t address cost savings, it comes on the heels of co-CEO Ted Sarandos’ public statements affirming that AI is a tool to enhance creativity and production quality—not just reduce expenses. He recently highlighted Netflix’s Argentinian sci-fi series The Eternaut as an example of how AI can help bring ambitious projects in under budget while maintaining creative integrity. With these new rules, Netflix is positioning itself as a leader in establishing responsible AI practices within the entertainment industry—balancing innovation with accountability.