Netflix has already confronted backlash over using AI in What Jennifer Did, director Jenny Popplewell’s 2024 true crime documentary that seemingly used AI-generated photographs 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 individuals are particularly seeking to be informed the reality about one thing. Now the streamer is taking steps to keep away from related issues.
This week, Netflix revealed a publish on its Companion Assist Middle hub detailing its guiding ideas concerning gen AI and the conditions wherein it’s pleased with manufacturing groups utilizing the expertise. In Netflix’s view, gen AI instruments are “precious 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 area is transferring at such a breakneck tempo, nonetheless, the corporate felt that it was necessary to stipulate the foundations it expects its companions to observe if and after they use these instruments.
“To help international productions and keep aligned with greatest practices, we anticipate 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 publish explains. “Most low-risk use instances that observe the guiding ideas under are unlikely to require authorized overview. Nonetheless, if the output consists of remaining deliverables, expertise likeness, private information, or third-party IP, written approval might be required earlier than you proceed.”
Netflix’s gen AI greatest practices are predicated on 5 particular pointers 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 pointers, they solely want to inform their designated firm contact that they intend to make use of gen AI. But when companions are not sure or know that they’re not adhering to the foundations, they need to escalate to your Netflix contact for extra steerage earlier than continuing, as written approval could also be required.”
The publish repeatedly stresses that whereas Netflix could be very open to its companions utilizing gen AI in numerous methods, it desires them to be aware of the potential authorized dangers they may wander into by not operating their plans by administration and the corporate’s authorized staff beforehand. The publish additionally makes a degree of emphasizing that Netflix believes “audiences ought to be capable of 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 publish 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 unimaginable alternative to assist creators make movies and sequence higher, not simply cheaper.” Quickly after, Sarandos started pointing to Netflix’s new Argentinian sci-fi sequence The Eternaut for example of how gen AI may very well be used to carry a present in below funds. And now it looks like Netflix could be very eager on different artistic groups embracing that form of workflow.
