Netflix accepts generative AI as a creative aid for rapidly producing video, sound, text, and images while setting expectations for production partners. A backlash over What Jennifer Did, which apparently used AI-generated images instead of archival photos, showed how AI can distort reality in documentary contexts. Netflix published guiding principles on its Partner Help Center to specify acceptable AI uses, encourage disclosure, and align with best practices. The guidelines aim to support global productions, maintain transparency, and reduce risks of misrepresentation as generative AI capabilities evolve rapidly.
Netflix has already faced backlash over the use 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 example of gen AI's ability to distort reality in situations where people are specifically looking to be told the truth about something. Now the streamer is taking steps to avoid similar problems.
This week, Netflix published a post on its Partner Help Center hub detailing its guiding principles regarding gen AI and the situations in which it is ok with production teams using the technology. In Netflix's view, gen AI tools are "valuable creative aids" that make it easier for "users to rapidly generate new and creatively unique media (video, sound, text, and image)." Because the gen AI space is moving at such a breakneck pace, however, the company felt that it was important to outline the rules it expects its partners to follow if and when they use these tools.
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