Netflix embraces generative AI in shows but only under these guidelines

A few weeks ago, Netflix confirmed that it used generative AI for the first time ever in a TV show. Shortly thereafter, the streaming giant shared a set of guidelines with its creators to promote the responsible and transparent use of new technology, while avoiding legal problems. In a blog post about the new guidelines, Netflix said: “Generative AI Tools (Genai) that allows users to quickly generate new and creative unique media (video, audio, text and image) is increasingly used about creative workflow in content production.” “At Netflix, we consider these instruments as valuable creative aids when used transparently and responsibly,” the company added. “Given the sensitivities surrounding the use of these instruments and the developing legal landscape, it is essential to act responsibly when using generative work currents,” he said further. Netflix’s guide for creators using generative AI: 1) The outputs repeat or recreate do not identify identifiable properties of unqualified or copyright material, or violate any copyrighted works 2) the generative instruments used, store, reuse or exercise in production inputs or outputs. 3) Where possible, generative instruments are used in an environmentally secure environment to protect input. 4) generated material is temporary and not part of the final deliveries. 5) Generative AI is not used to replace or generate new talent achievements or trade union -covered work without permission. Netflix says only the creators who can say “yes” to all of the above terms can use generative AI while informing the company. If the creators are not sure to follow the guidelines, they will have to seek legal guidance from the company before going forward. The company has also listed areas where specific written approval is needed before going forward with the generative AI use. This includes using their own data, using other artists’ work to train AI models, to use AI to create main characters or important visual elements, using directions that resemble public figures or reference material, and more. The company also prohibits creators to use generative AI in certain situations, including creating content around real events. “Audiences must be able to trust what they see and hear on the screen. Genai (if used without care) can blur the line between fiction and reality or unintentionally deceive viewers. That’s why we ask you to consider the intent and impact of your AI generated content,” says Netflix.