Netflix has announced its comprehensive adoption of generative AI, utilizing the technology for content creation across its productions. The company is implementing AI for pre-production and visual effects, establishing clear guidelines for its use by production partners and signaling a broad operational integration.
The company is applying generative AI for specific production tasks. In the series The Eternaut, AI was employed to generate a building collapse scene, a process noted as a cost-effective alternative to traditional methods. For the film Happy Gilmore 2, the technology was used to de-age characters, making them appear younger. These applications demonstrate the integration of AI into visual effects and pre-production workflows.
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Netflix has instituted a set of guidelines to govern the use of artificial intelligence by its production partners. These partners are required to disclose their intended AI use cases. The policy explicitly directs them to avoid replicating copyrighted material. Furthermore, legal approval is mandatory for any AI-generated output that is part of a final deliverable or that incorporates the likeness of talent.
This initiative is part of a broader corporate strategy to integrate AI throughout Netflix’s operations, extending beyond content creation to areas such as advertising and personalized user recommendations. The company’s declared “all in” stance on generative AI contrasts with the more divided approach to AI adoption observed across the wider entertainment industry.
