Netflix has already confronted backlash over the usage of AI in What Jennifer Did, director Jenny Popplewell’s 2024 true crime documentary that seemingly used AI-generated pictures rather than actual archival photographs. That documentary stood out as a shining instance of gen AI’s skill to distort actuality in conditions the place persons are particularly trying to be informed the reality about one thing. Now the streamer is taking steps to keep away from related issues.
This week, Netflix printed a put up on its Accomplice Assist Middle hub detailing its guiding ideas relating to gen AI and the conditions by which it’s comfortable with manufacturing groups utilizing the expertise. In Netflix’s view, gen AI instruments are “useful artistic aids” that make it simpler for “customers to quickly generate new and creatively distinctive media (video, sound, textual content, and picture).” As a result of the gen AI house is shifting at such a breakneck tempo, nevertheless, the corporate felt that it was vital to stipulate the foundations it expects its companions to observe if and after they use these instruments.
“To assist international productions and keep aligned with greatest practices, we count on all manufacturing companions to share any meant use of GenAI with their Netflix contact, particularly as new instruments proceed to emerge with completely different capabilities and dangers,” the put up explains. “Most low-risk use circumstances that observe the guiding ideas under are unlikely to require authorized evaluation. Nevertheless, if the output consists of remaining deliverables, expertise likeness, private knowledge, or third-party IP, written approval can be required earlier than you proceed.”
Netflix’s gen AI greatest practices are predicated on 5 particular tips that it sees as being “important to behave responsibly when using generative workflows.” Netflix says:
Netflix additionally says if its companions are assured that they’re following these tips, they solely want to inform their designated firm contact that they intend to make use of gen AI. But when companions are uncertain or know that they’re not adhering to the foundations, they need to escalate to your Netflix contact for extra steering earlier than continuing, as written approval could also be required.”
The put up repeatedly stresses that whereas Netflix could be very open to its companions utilizing gen AI in various methods, it desires them to be conscious of the potential authorized dangers they may wander into by not operating their plans by administration and the corporate’s authorized group beforehand. The put up additionally makes some extent of emphasizing that Netflix believes “audiences ought to have the ability to belief what they see and listen to on display screen.” And given gen AI’s potential to “blur the road between fiction and actuality or unintentionally mislead viewers,” the streamer desires its companions to tread fastidiously.
Although the put up doesn’t point out manufacturing prices, all of this comes just some weeks after Netflix co-CEO Ted Sarandos mentioned that the corporate stays “satisfied that AI represents an unbelievable alternative to assist creators make movies and collection higher, not simply cheaper.” Quickly after, Sarandos started pointing to Netflix’s new Argentinian sci-fi collection The Eternaut for instance of how gen AI might be used to carry a present in beneath funds. And now it looks as if Netflix could be very eager on different artistic groups embracing that sort of workflow.
