Netflix has introduced comprehensive guidelines for its creative partners on the use of generative AI (GenAI) in content production. Released in late August 2025 on the Netflix Partner Help Center, these rules aim to harness the power of AI as a creative tool while ensuring responsible, transparent, and ethical practices. With GenAI tools enabling the quick generation of video, sound, text, and images, Netflix recognizes their potential to enhance workflows but stresses the need to mitigate risks such as data privacy breaches, intellectual property infringements, and the displacement of human talent. This initiative comes amid growing industry debates on AI’s role in Hollywood, particularly after past controversies involving AI in projects that drew backlash from creators and unions.
The guidelines are designed to support global productions by aligning with best practices, encouraging partners to disclose any planned GenAI use to their Netflix contacts. Most low-risk applications won’t require extensive legal scrutiny, but high-risk scenarios—such as those involving final deliverables or sensitive data—demand written approval. By setting these boundaries, Netflix positions itself as a leader in balancing innovation with accountability, ensuring that AI augments rather than replaces human creativity.
The Guiding Principles of Netflix’s GenAI Policy
At the core of Netflix’s guidelines are five essential principles that partners must adhere to when employing GenAI tools. These principles are framed around four overarching goals: preserving personal information and intellectual property, respecting performers and creative talent, complying with legal standards, and maintaining audience trust in content. The principles provide a practical framework for assessing GenAI use, helping partners determine if their approach is low-risk or needs escalation.
No Replication or Infringement of Copyrighted Material
Outputs from GenAI must not replicate or substantially recreate identifiable characteristics of unowned or copyrighted works. This ensures that AI-generated content doesn’t infringe on third-party intellectual property rights, such as styles, designs, or elements from existing media. For instance, partners cannot use prompts that directly reference protected artworks, like generating images “inspired by” a famous photograph without proper clearances.
No Storage, Reuse, or Training on Production Data
Generative tools should not store, reuse, or train on any production data inputs or outputs. This protects Netflix’s proprietary materials, such as unreleased scripts, assets, or images, from being exploited by third-party AI providers. Partners are advised against feeding sensitive data into public tools like ChatGPT, emphasizing data security to prevent unintended leaks or model training.
Use in Enterprise-Secured Environments
Where feasible, GenAI tools must operate in secure, enterprise-level environments to safeguard inputs. This minimizes risks associated with data exposure in open or unsecured platforms, promoting the use of controlled systems that comply with privacy standards.
Temporary Use Only for Generated Material
AI-generated material should be temporary and not included in final deliverables unless explicitly approved. This keeps GenAI in a supportive role for ideation, prototyping, or pre-production, rather than as a core component of the finished product. Examples include using AI for concept art or sound mockups that are later replaced by human-created elements.
No Replacement of Talent or Union-Covered Work Without Consent
GenAI cannot be used to replace or generate new talent performances or work covered by unions without explicit consent. This principle upholds commitments to actors, writers, and other creatives, preventing job displacement and ensuring AI doesn’t undermine labor agreements. Netflix highlights that AI should complement, not substitute, human contributions in roles like acting or scriptwriting.
If partners can affirmatively align with all five principles, they typically only need to inform their Netflix contact. However, any “no” or “unsure” response requires escalation for potential written approval.
Distinguishing Low-Risk and High-Risk GenAI Uses
Netflix’s guidelines clearly differentiate between low-risk and high-risk applications to streamline decision-making. Low-risk uses are those that fully comply with the guiding principles, involve temporary assets, and don’t touch on sensitive areas like final content or proprietary data. These might include brainstorming ideas, creating placeholder visuals for storyboards, or generating background sounds during early editing—provided no Netflix-owned data is inputted and outputs aren’t permanent.
High-risk uses, on the other hand, trigger the need for executive review and written approval. These encompass scenarios where GenAI impacts data privacy, creative outputs, or legal rights. For example, using AI to generate key story elements like main characters or central props (e.g., a fictional doll in a series like Squid Game) requires clearance. Similarly, training models on unowned artist styles or incorporating AI outputs into final deliverables falls under high-risk, as it could lead to infringement or audience deception.
Partners using custom GenAI pipelines—combining multiple tools or models—must apply the same scrutiny, ensuring transparency about data handling and outputs.
Specific Cases Requiring Written Approval
Beyond the principles, Netflix outlines explicit situations demanding prior written consent to avoid legal pitfalls.
Data Use and Privacy Concerns
Partners must not input Netflix-owned materials, personal data of cast/crew, or third-party assets into GenAI tools without approval. This includes avoiding training on uncleared artistic works, such as fine-tuning a model in another artist’s style. Disclosure of any data collection during AI processing is mandatory to protect privacy.
Creative and Output Restrictions
GenAI cannot generate critical creative elements central to the story, such as main visuals or settings, without permission. Prompts referencing copyrighted materials, public figures, or deceased individuals’ likenesses are prohibited unless cleared. The goal is to prevent blurring the lines between fiction and reality, preserving viewer trust.
These requirements underscore Netflix’s commitment to ethical AI integration, especially in light of past projects where AI use sparked union concerns and public scrutiny.
Implications for the Entertainment Industry
Netflix’s rules set a precedent for how major studios can navigate the AI landscape, potentially influencing competitors like Disney or Amazon. By prioritizing consent, security, and human-centric creativity, the guidelines address fears of job loss in Hollywood while embracing AI’s efficiency gains—such as faster prototyping that could reduce budgets without compromising quality. Industry experts view this as a step toward standardized AI ethics, fostering innovation in a regulated framework. For partners, compliance means staying ahead in a tech-driven market, but it also demands vigilance in tool selection and workflow design.
Netflix’s generative AI guidelines represent a thoughtful approach to integrating cutting-edge technology into content creation. By establishing clear rules, the streaming giant ensures that AI enhances storytelling without ethical compromises, paving the way for responsible innovation in media. As GenAI evolves, these principles will likely adapt, but for now, they provide a robust blueprint for partners worldwide.
