Netflix has recently received criticism regarding its use of artificial intelligence (AI) in the true crime documentary What Jennifer Did, directed by Jenny Popplewell. The documentary reportedly utilized AI-generated images in lieu of actual archival photos, raising concerns about the potential for distortion in truth-seeking contexts. In response to the backlash, Netflix has published new guidelines for its production teams regarding the use of generative AI.
This week, the company released a post on its Partner Help Center outlining principles for the responsible use of generative AI. Netflix describes these tools as “valuable creative aids” that can enhance media production across various formats, such as video, sound, text, and images. However, with the rapid evolution of generative AI technologies, Netflix deemed it necessary to establish rules that guide its partners on appropriate usage.
According to the posted guidelines, Netflix expects all production partners to communicate any intended use of generative AI with their designated Netflix contact. The company notes that most low-risk applications of AI that adhere to the guidelines may not need legal review. In contrast, projects involving final deliverables, personal likenesses, or third-party intellectual property require written approval.
Netflix emphasized five essential guidelines aimed at minimizing legal risks when employing generative AI. The post also stresses the importance of trust, stating that audiences must be able to trust what they see and hear on screen. Given the potential for AI to blur the lines between fiction and reality, Netflix urges its partners to proceed with caution.
While the post does not specifically address production costs, it follows recent comments from Netflix co-CEO Ted Sarandos, who expressed optimism about AI’s potential to improve content creation without merely reducing expenses. The company appears eager for creative teams to adopt these AI workflows responsibly.
Source: https://www.theverge.com/netflix/764433/netflix-gen-ai-production-guidelines