AI has more uses than just porn. Shocker, I know, right? Turns out mainstream is finding it rather nice for mainstream movie productions as well.

Netflix has released a set of guidelines for filmmakers, vendors, and production partners outlining how generative artificial intelligence (GenAI) may be used in content production for the streaming platform. The document, titled “Using Generative AI in Content Production,” establishes both opportunities and restrictions for AI-assisted creative work.

The company acknowledged that generative AI tools, which produce images, video, audio, or text, are “valuable creative aids when used transparently and responsibly.” But it stressed that use must remain aligned with legal standards, talent protections, and ethical considerations.

Under the guidance, productions must notify Netflix of any intended AI use. Low-risk applications, such as idea generation or temporary mockups, may not require legal review. However, any case involving final deliverables, talent likenesses, personal data, or copyrighted third-party material will require written approval.

Netflix set out five core principles for GenAI use:

• Outputs should not infringe copyright or replicate unowned material.
• Tools must not store, reuse, or train on production data.
• Enterprise-secured environments should be used to safeguard inputs.
• Generated material should be temporary and not final deliverables.
• GenAI must not replace or generate new talent performances without consent.

Several categories always require escalation to Netflix:

• Data Use: Uploading unreleased scripts, production images, or personal crew and cast data into third-party tools.
• Creative Output: Generating central story elements, key characters, or referencing copyrighted works and public figures.
• Talent & Performance: Creating digital replicas of actors’ likenesses or making significant alterations to their performances without consent.
• Ethics & Representation: Producing misleading or misrepresentative content, or replacing union roles with AI-generated work.

Netflix further noted that incidental background elements created by AI may be acceptable, but any visible or story-critical AI-generated assets must undergo review.

Special emphasis was placed on safeguarding performers’ likenesses and voices. Digital replicas or alterations of performances generally require consent, unless the changes fall under routine post-production practices. Netflix warned against any enhancements that could harm a performer’s reputation, dignity, or personal image.

Vendors delivering work to Netflix using custom AI pipelines must ensure every step complies with the platform’s standards on data protection, consent, and creative integrity.

“Protecting personal data and creative rights is essential when working with GenAI,” the guidance states, underscoring the reputational and legal risks for productions.

Generative AI is actually used far more in mainstream production than it is in the adult industry, simply because quality technology isn’t available yet for porn like it is for mainstream. Although that being said, it is improving all the time. Due to massive censorship issues, porn relies on open source AI models that have to be fine-tuned and further trained. While mainstream has the latest and greatest AI tech at its fingertips.

Will AI eventually replace the traditional porn star? That remains to be seen, but it is not likely. At least not anytime in the near future.

The full guidance is available on Netflix’s partner help site: Using Generative AI in Content Production.