Netflix Publishes Generative AI Use Guidelines: Here’s What Is/Isn’t Allowed

Netflix has published its guidelines on how generative artificial intelligence (GenAI) can and cannot be used in its film and television productions.

The streaming giant says AI can be a “valuable creative aid” when used responsibly, but warns that it must not replace core creative work or infringe on the rights of performers and artists. The rules apply to all partners, studios, and vendors working on Netflix projects.

A Bit of Background

In July of this year, Netflix publicly acknowledged that it had employed generative AI in one of its productions, the hit Argentine sci-fi series The Eternauta. The AI was used to create a complex building collapse visual effects sequence, which the company said was completed ten times faster than traditional VFX workflows would allow, making the effect financially viable for a production of its size.

Co-CEO Ted Sarandos and the creators described themselves as “thrilled” with the result, and added that the audience reaction was equally enthusiastic, reinforcing their argument that AI tools are enhancing creative storytelling and not merely cutting costs.

Despite most reports at the time, it was not the first time Netflix had used GenAI on an original production. In January 2023, Netflix Japan tweeted that, due to a labor shortage affecting Japan’s anime industry, the company utilized AI software to generate background images for the short film Dog and Boy, including photographic evidence.

What’s Allowed Now

According to the guide, low-risk uses of AI, such as generating mood boards, concept sketches, or background elements (such as signage or incidental posters), may not require much oversight, as long as they don’t rely on copyrighted material or personal data. Netflix encourages using these tools for ideation and early experiments, especially if it helps speed up the creative process.

The company included a Proposed Use Case Matrix in its guide as well, seen here:

What Requires Netflix Approval

More sensitive uses, however, always need written approval. These include:

• Creating main characters, story-critical visuals, or fictional worlds with AI.
• Using AI to replicate or alter an actor’s voice or likeness.
• Training AI on copyrighted works, celebrity faces, or another artist’s style without permission.
• Adding AI-generated material to final deliverables, even if it’s just a prop or piece of background art that appears on screen.

Why It Matters for Animation

For animators and effects artists, the guidelines mean AI can help with concept art and storyboards, but not with finished designs or performances. For example, an artist could experiment with AI to explore different styles for a city backdrop; however, if that background ends up in the final shot, Netflix requires it to be reviewed and likely revised with meaningful human input.

The rules are also designed to protect performers. Digital replicas of actors, re-aging, or AI-synthesized voices all fall under strict consent requirements, ensuring that artists and unions maintain control over their likeness and voice.

Protecting Artists and Audiences

In its report, Netflix emphasizes the importance of ethics and audience trust. The company warns against using AI to create misleading or fabricated content such as fake news clips or performances that never happened, arguing that audiences should “trust what they see and hear on screen.”

The Big Picture

As studios around the world test out AI tools, Netflix’s now-public framework sends a clear message: AI can support creativity, but it won’t replace human artists. Instead, it’s meant to sit in the background — speeding up workflows, sparking ideas, and handling minor tasks — while leaving the artistry, storytelling, and performance to people.

For now, anyway.