Market-leading streamer Netflix has just released an official policy outlining how its producers and content suppliers can use generative AI. And the over-arching takeaway is that the company is in favor of the technology. 

On a Q2 earnings call last month, Netflix co-CEO Ted Sarandos heralded AI as “an incredible opportunity to help creators make films and series better, not just cheaper”. And he went on to reveal that the streamer had included its first-ever GenAI-created final footage in an original production with its new series The Eternaut, which launched on April 20. GenAI was used to complete the animation of a building collapse “10 times faster” than if it had been done through traditional tools, said Sarandos.

These new guidelines could have a major impact on how animation studios approach AI, given that Netflix is such a powerful content investor across all genres. 

The document for filmmakers, production partners and vendors starts out by noting GenAI’s growing adoption in the industry, and Netflix’s own support of the technology: “We see these tools as valuable creative aids when used transparently and responsibly.” 

The streamer then sets out five guiding principles for partners to consider before using generative AI in any workflow. 

1. The outputs do not replicate or substantially recreate identifiable characteristics of unowned or copyrighted material, or infringe any copyright-protected works.
2. The generative tools used do not store, reuse or train on production data inputs or outputs.
3. Where possible, generative tools are used in an enterprise-secured environment to safeguard inputs.
4. Generated material is temporary and not part of the final deliverables.
5. GenAI is not used to replace or generate new talent performances or union-covered work without consent.

If partners can affirm that they’ve met all these requirements, then Netflix says it will probably just need to be kept informed on GenAI use. But if the technology is used in ways that run counter to any of these guidelines, then written approval from the company might be required. And these principles also apply if partner vendors are using GenAI in their workflows.

In written-approval cases, Netflix will consult its legal team if GenAI is involved in: data use (training a model on an artist’s work when rights have not been cleared); creative output (key visual elements, like the main characters); talent & performance (replicating or altering performances); and ethics & representation (creating fake footage that’s presented as real).  

Netflix also included a helpful graphic (pictured below) outlining a few use-cases of what will and won’t require escalation to legal. Some examples on the provides include using GenAI for ideation only being something that’s unlikely to need any escalation, while using GenAi to create final character designs will need approval because of its possible legal, audience perception and union ramifications.

Images courtesy of Netflix.