Netflix opens the melon of generative AI in production

In this gallery, Ivan Garriga Simó, founder and CEO of the post-production studio Pajama Studio and co-founder of the AI studio Caapsai Genlab, conveys his personal reflection on what the guidelines shared by Netflix in the field of generative artificial intelligence.

The publication of new Netflix guidelines about the use of Generative AI (GenAI) in audiovisual production seems like a turning point. And I don't just say this as a professional who has been in this sector for more than 20 years, but as someone who has seen up close how each technological advance has been transforming our profession: from the arrival of digital, to the democratization of editing and color, now passing through artificial intelligence.

When I read the official statement from Netflix, I thought: “you had to start somewhere"And they have done so by putting order in a field where, until now, there was more speculation and improvisation that clear rules.

1. Why was this step urgent?

We all know that AI is generating a mix of fascination and fear in the industry. The unions in Hollywood made it clear in 2023 during the strikes: you cannot play with the rights of scriptwriters, actors or technicians without clear rules.

Netflix, which usually sets trends, has decided to go ahead with a own frame. And beyond the fine print, what seems important to me is the strategic signal: they want to be seen as the studio that Lead the use of AI responsibly.

2. The five rules that mark the playing field

1. No infringement of rights. No copyrighted works or recognizable faces or voices may be replicated without permission.
2. Safe tools. Only enterprise-level software, no consumer versions that train with your data.
3. Temporary use. A priori, the generated material is used for exploration and preview, not for final deliverables without explicit approval from Netflix.
4. Respect for talent. No main characters, digital doubles or voices are touched without legal written consent.
5. Ethics and transparency. No using AI to deceive the viewer or to impersonate industry roles.

3. The case of The Eternaut

Perhaps the most striking thing is that this guide not published in abstract. It comes just after Netflix used GenAI for the first time in its own content: The Eternaut.

A complex sequence, the collapse of a building in Buenos Aires, was solved with AI. According to Ted Sarandos (co-CEO of Netflix), completed 10 times faster and at a much lower cost than with traditional VFX.

If we open the door to a AI generated scene sneaks in without to warn, we run the risk of lose credibility.

Some may see it as a threat to professionals in the VFX sector, but in reality it is a chance for projects that could never have been produced otherwise. If AI can make certain processes cheaper or faster without sacrificing quality, it can open doors to more ambitious narratives.

There is an answer that Sarandos gave when asked if he saw risks in the use of AI that I think sums up very well the approach and trend that the audiovisual sector is going to follow: ”This is real people doing real work with better tools.”

4. What it means strategically

Responsible positioning: They want to set the tone before others do so in a chaotic manner.
Relationship with talent: They prefer to protect the trust of unions and creatives.
Less legal exposure: Rules reduce risks of lawsuits and conflicts.
Competitive advantage: By structuring their own workflows with AI, they gain time and experience.
Open Future: These guidelines are not definitive; will evolve as technology does

5. My doubts and my certainties

As a creative, I have two mixed feelings. On the one hand, enthusiasm: AI can be the tool that frees us from tedious tasks and give us space for what really matters, storytelling and emotion.

AI is not coming to replace creativity, but to expand it

On the other hand, caution: we need transparency and ethics so that the viewer trusts what they see. If we open the door for an AI-generated scene to sneak in without warning, we run the risk of losing credibility.

What I am clear about is that denying AI would be a error. It is already here, it is already used, and whoever does not start experience it now, will be late.

6. A melon that had to be opened

Netflix He has not only opened the melon: he has done it with scalpel, not with a machete. And that, in a sector as sensitive as the audiovisual sector, is appreciated.

Your guide is more than a protocol: it is a strategic manifesto which reminds us that AI is not coming to replace creativity, but to expand it.