Using Generative AI in Content Production
12 days ago
- #Content Production
- #Generative AI
- #Netflix Guidelines
- Netflix provides guidelines for using Generative AI (GenAI) tools in content production, emphasizing transparency and responsibility.
- Production partners must share intended GenAI use with Netflix contacts, especially for new tools with varying capabilities and risks.
- Low-risk GenAI use cases following guiding principles may not require legal review, but final deliverables, talent likeness, personal data, or third-party IP require written approval.
- Guiding principles include avoiding replication of copyrighted material, ensuring data protection, using enterprise-secured environments, and not replacing talent performances without consent.
- Specific use cases always requiring written approval include data use (proprietary/personal info), creative output (key elements, copyrighted references), talent & performance (digital replicas, alterations), and ethics & representation (misleading content).
- Confidentiality and data protection are ensured through Netflix Enterprise Agreements, preventing input data capture, training, or resale.
- Final output vs. temporary media considerations differ, with final GenAI-generated elements requiring early flagging and potential legal review.
- Talent enhancement via GenAI requires consent for digital replicas and alterations, with guidelines on model usage and quality assurance.
- Custom workflows or vendor use must adhere to Netflix's standards for data protection, consent, and content integrity.
- A Proposed Use Case Matrix helps triage GenAI use cases, categorizing them by risk and required actions.