Netflix has officially acknowledged its first use of generative AI in a TV show, while also issuing a set of guidelines to ensure responsible and transparent use of the technology. According to the company, the move is aimed at encouraging creativity while avoiding legal challenges.
In a blog post, Netflix said generative AI tools are becoming more common across production workflows and the streaming platform considers them valuable creative aids when applied transparently and responsibly.
It said, “Generative AI tools (GenAI) that allow users to rapidly generate new and creatively unique media (video, sound, text, and image) are increasingly being used across creative workflows in Content Production.”
“At Netflix, we see these tools as valuable creative aids when used transparently and responsibly,” the company added.
“Given the sensitivities surrounding the use of these tools and the evolving legal landscape, it is essential to act responsibly when employing generative workflows,” it further stated.
Netflix further confirms that only the creators who can “confidently say 'yes'” to all the terms can use generative AI while informing the company. If the creators are unsure about following the guidelines, they will have to seek legal guidance from the company before moving forward.
The company also forbids creators from using generative AI in certain situations, including creating content around real events.
“Audiences should be able to trust what they see and hear on screen. GenAI (if used without care) can blur the line between fiction and reality or unintentionally mislead viewers. That’s why we ask you to consider both the intent and the impact of your AI-generated content,” Netflix states.
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