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Following scrutiny over the potential use of AI-generated visuals in its documentary ‘What Jennifer Did,’ Netflix has published comprehensive guidelines for its production partners utilizing generative AI. Recognizing AI’s potential as a creative assistant, Netflix emphasizes responsible implementation to preserve audience confidence and adhere to legal and ethical standards. The core principles dictate that AI-generated content must avoid replicating copyrighted material, and generative tools must not be trained on sensitive production data. Secure environments for tool usage are prioritized, and generated material should generally be temporary, requiring explicit approval for inclusion in final products. Crucially, the guidelines stipulate that AI cannot supplant human talent or union labor without prior consent. Production partners are obligated to disclose any planned use of generative AI to Netflix and obtain written authorization for specific applications, particularly those involving final deliverables, talent likenesses, personal data, or third-party intellectual property. Netflix’s move signals a proactive approach to navigating the complexities of AI integration within content creation, aiming to harness its benefits while mitigating associated risks.