Netflix has confirmed that generative artificial intelligence (AI) is now part of its creative process, but only under well-defined guardrails. Just weeks after disclosing that it had used generative AI in one of its shows for the first time, the streaming giant has introduced clear rules for creators on how the technology can be deployed.

According to the company, the move is aimed at striking a balance—encouraging creative innovation while safeguarding copyright, talent rights, and above all, audience trust. Netflix stated that while AI tools can assist in production, writing, and design processes, they must not infringe on intellectual property or dilute the originality of the content being developed.

The platform emphasized that human creators will remain central to its storytelling vision, with AI serving as a supportive tool rather than a replacement. These rules are expected to apply across writers’ rooms, VFX workflows, and content development teams, ensuring that the technology complements rather than dominates the creative process.

The announcement comes at a time when the entertainment industry globally is grappling with how to integrate AI responsibly.