Netflix sets rules for AI in film and series workflows

Netflix has published a comprehensive set of guidelines on how generative AI can be used in its content production, reflecting both its potential and its pitfalls. While the company acknowledges AI as a useful creative aid, it has drawn firm boundaries around copyright, performer rights, and final deliverables.

The guidance — aimed at filmmakers, vendors, and production partners — lays out five key principles:

1. Outputs must not replicate or infringe on copyrighted works or identifiable characteristics.

2. AI tools cannot store or train on Netflix’s production data.

3. All AI systems should run in enterprise-secured environments.

4. AI-generated assets should remain temporary and excluded from final deliverables unless approved.

5. Talent likeness or performances cannot be digitally created or altered without consent.

What always needs written approval?
The streamer lists several areas where partners must escalate usage for clearance. These include:

• Using personal or proprietary data (such as unreleased scripts or crew details).

• Training on third-party or unowned talent assets, such as artist styles or celebrity likenesses.

• Generating main characters, key visuals, or story-critical settings.

• Referencing copyrighted or estate-controlled material, such as iconic photos or a performer’s distinctive features.

• Producing digital replicas of actors’ faces, voices, or performances.

Evenincidental AI use — such as a poster in the background or signage in a scene — must be flagged early, since legal or reputational risks may arise if it appears in final output.

Examples provided in the rulebook illustrate these red lines:

• AI cannot generate a secondary killer doll for Squid Game without approval, since it’s story-critical.

• A model trained on McCurry’s “Afghan Girl” photo or designed to mimic Meryl Streep’s nose would violate copyright and likeness rules.

Talent enhancement is treated with particular caution. Digital replicas require explicit consent, and even routine alterations — like voice dubbing, post-production changes in timing or pitch, or cosmetic clean-ups — must adhere to strict industry norms. AI models trained for actor enhancement cannot be reused in other productions without approval.

The framework also addresses custom workflows: if a vendor builds pipelines with multiple AI tools, each stage must meet Netflix’s standards for data protection, creative control, and output integrity.

To make it practical, Netflix has issued a “Use Case Matrix”:

• ✅ Low risk: ideation, moodboards, and reference images.

• ⚠️ Use caution: incidental background elements or use of proprietary Netflix material.

• ⛔ Escalate for review: generating final characters, synthetic voices, or using unowned training data.

By codifying these rules, Netflix positions AI as a supplementary tool, not a replacement for human creativity. The message is clear: while AI can accelerate workflows and spark new ideas, storytelling and talent rights remain firmly human-first.