Netflix sets guardrails for AI use in content production

Streaming giant Netflix has developed a guideline for the safe use of generative AI in content production, according to a report by Nikkei Asia.

Speaking to journalists during a visit to Japan, co-CEO Greg Peters said the company is committed to maintaining a creator-centric approach to AI while exploring opportunities to deploy the technology across user experience, content production and advertising.

According to the report, Peters said Netflix aims to support creators in using AI throughout the creative process, adding that the company believes AI should be led by creators rather than replace them.

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As part of that effort, Netflix has published a set of guidelines for production partners on the use of generative AI in content creation.

The guidance is designed to help filmmakers, production partners and vendors understand when and how generative AI tools can be used in productions destined for Netflix. It also includes a framework for assessing AI use cases and managing potential risks.

"To support global productions and stay aligned with best practices, we expect all production partners to share any intended use of GenAI with their Netflix contact, especially as new tools continue to emerge with different capabilities and risks," Netflix said in the guideline seen by MARKETING-INTERACTIVE.

The document outlines several principles that productions should follow before adopting generative AI tools. These include ensuring outputs do not replicate or substantially recreate identifiable characteristics of unowned or copyrighted material, preventing infringement of copyright-protected works, and using tools that do not store, reuse or train on production data inputs and outputs.

The guidelines also state that generative AI should not be used to replace or generate new talent performances or union-covered work without consent.

The move comes as Netflix expands its AI ambitions across both content and advertising. Earlier this year, the company said it was investing in generative AI applications spanning content production, advertising and user experiences, while continuing to position the technology as a tool that supports human creativity.

At its annual Upfront presentation, Netflix also unveiled a range of AI-powered advertising capabilities as it accelerates the growth of its ad-supported business. These include AI agents designed to manage and purchase advertising inventory, as well as tools that dynamically adapt creative assets across formats such as vertical video and pause ads.

The company is also expanding contextual advertising capabilities that match brand creative with specific shows and viewing environments. The technology has already been tested with advertisers including DoorDash, Target and TurboTax, and is expected to roll out across all ad-supported markets by the end of the year.

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