Netflix gen AI rules are no longer implied; they’re now a formal policy. The streamer is setting clear expectations for how partners can use generative AI on its productions.
Following backlash
After the controversy surrounding What Jennifer Did, a 2024 documentary that appeared to use AI-generated photos in place of real archival images, Netflix found itself at the center of a public trust issue. The backlash revealed how easily generative visuals can mislead, especially in content based on real events.
In response, Netflix published a new post on its Partner Help Center. The goal? Define what’s acceptable and where the red lines are when it comes to AI usage.
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Not all Netflix gen AI rules trigger review
The company still supports gen AI as a creative tool. It calls these technologies “valuable creative aids” for speeding up the creation of video, audio, text, and images. But with the space evolving so quickly, Netflix now wants partners to notify their company contact before using them.
For simple, low-risk applications, no legal review may be needed. However, anything involving final deliverables, third-party IP, talent likeness, or private data will require written approval.
Five Netflix gen AI rules every partner must follow
Netflix lists five conditions partners need to meet before using generative AI in production:
- Don’t mimic or recreate copyrighted or unowned likenesses
- Avoid tools that train on or reuse production data
- Use enterprise-secure environments to protect inputs
- Keep AI-generated material out of final content
- Never replace talent or union work without consent
If these are followed, most uses can proceed without formal review.
Unsure? Then escalate
When teams aren’t fully confident that their use fits within the guidelines, they’re expected to escalate to their Netflix contact. That communication may trigger a legal check or a written approval process.
The company stresses that these safeguards are about responsibility, not restriction.
Netflix gen AI rules set the tone for future productions
This isn’t a ban, it’s a framework. Netflix wants gen AI use on its platform to be transparent, measured, and respectful of ethical boundaries. After all, the audience expects real stories, not quiet distortions.
