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 images in place of real archival photos. That documentary stood out as a shining instance of gen AI’s capacity to distort actuality in conditions the place individuals are particularly trying to be advised the reality about one thing. Now the streamer is taking steps to keep away from comparable issues.
This week, Netflix published a post on its Accomplice Assist Middle hub detailing its guiding principles regarding gen AI and the conditions through which it’s comfortable with manufacturing groups utilizing the expertise. In Netflix’s view, gen AI instruments are “invaluable inventive 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 shifting at such a breakneck tempo, nonetheless, the corporate felt that it was vital to stipulate the principles it expects its companions to comply with if and after they use these instruments.
“To assist world productions and keep aligned with finest 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 totally different capabilities and dangers,” the publish explains. “Most low-risk use circumstances that comply with the guiding ideas under are unlikely to require authorized evaluate. Nevertheless, if the output contains last deliverables, expertise likeness, private information, or third-party IP, written approval shall be required earlier than you proceed.”
Netflix’s gen AI finest 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 principles, 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 quite a few methods, it needs them to be aware of the potential authorized dangers they may wander into by not working their plans by administration and the corporate’s authorized workforce 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.” And given gen AI’s potential to “blur the road between fiction and actuality or unintentionally mislead viewers,” the streamer needs its companions to tread fastidiously.
Although the publish doesn’t point out manufacturing prices, all of this comes only a few weeks after Netflix co-CEO Ted Sarandos said 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 began pointing to Netflix’s new Argentinian sci-fi collection The Eternaut as an example of how gen AI could be used to carry a present in below funds. And now it looks like Netflix could be very eager on different inventive groups embracing that sort of workflow.