内容来源：https://www.theverge.com/netflix/764433/netflix-gen-ai-production-guidelines

内容总结：

流媒体巨头网飞（Netflix）近日针对生成式人工智能（AI）在影视制作中的应用颁布了明确指导原则。此举源于其2024年真实犯罪纪录片《珍妮弗做了什么》因使用AI生成图像替代真实档案照片而引发的争议，该事件曾引发公众对AI技术扭曲事实的担忧。

网飞在合作伙伴帮助中心发布声明，承认生成式AI作为"有价值的创作辅助工具"能高效生成创新内容，但强调必须遵循五大核心准则：禁止复制受版权保护内容、不得存储或训练制作数据、优先使用企业安全环境、生成内容不得作为最终成品、未经许可不得替代演员表演或工会覆盖的工作。公司要求合作制作方在使用AI前必须报备，若涉及最终成品、演员肖像、个人数据或第三方知识产权，须获得书面批准。

网飞联合CEO泰德·萨兰多斯曾表示AI不仅能降低成本更是提升创作质量的机遇，近期阿根廷科幻剧《永恒者》正是成功运用AI控制预算的案例。但公司同时警示，合作伙伴需警惕AI模糊虚构与现实的边界，避免误导观众，所有AI应用方案必须经过管理层和法律团队审核，以维护观众对内容的信任。

中文翻译：

Netflix已因在纪录片《詹妮弗做了什么》中使用AI技术引发争议。导演珍妮·波普韦尔2024年推出的这部真实罪案纪录片，似乎采用AI生成图像替代真实档案照片。该片成为生成式AI在人们寻求真相时扭曲现实的典型范例。如今这家流媒体巨头正采取措施避免类似问题。

Netflix要求合作伙伴在使用生成式AI时遵守以下规则：
Netflix允许影视制作方使用生成式AI，但要求其开始遵循特定规则。

本周Netflix在合作伙伴帮助中心发布公告，详细说明关于生成式AI的指导原则及制作团队可使用该技术的场景。Netflix认为生成式AI工具是"有价值的创作辅助"，能帮助"用户快速生成新颖独特的多媒体内容（视频、音频、文本和图像）"。但由于该领域发展迅猛，公司认为有必要明确要求合作伙伴在使用工具时遵守规则。

公告声明："为支持全球制作并遵循最佳实践，我们要求所有制作合作伙伴提前向Netflix对接人报备生成式AI使用计划，特别是在不断涌现具有不同功能和风险的新工具时。遵循下述指导原则的低风险用例通常无需法务审核，但若涉及最终成片、艺人肖像、个人数据或第三方知识产权，则必须获得书面批准方可推进。"

Netflix的生成式AI最佳实践基于五大准则，这些被视为"负责任运用生成式工作流程的核心要求"。Netflix规定：

• 输出内容不得复制或实质性重现非自有/版权材料的可识别特征
• 生成工具不得存储、复用或基于制作数据输入输出进行训练
• 尽可能在企业安全环境下使用生成工具以保护输入数据
• 生成材料应为临时性质不纳入最终成片
• 未经许可不得使用生成式AI替代或生成艺人表演及工会覆盖工作

Netflix同时表示，若合作伙伴确认遵守准则，仅需告知公司对接人使用意向；若存在不确定性或违规可能，则必须事先征求Netflix指导，因可能涉及书面审批要求。

公告多次强调，尽管Netflix支持合作伙伴多维度使用生成式AI，但要求其警惕未经管理层法务预审可能引发的法律风险。Netflix特别指出"观众应当能够信任荧幕所见所闻"，鉴于该技术可能"模糊虚构与现实的界限或无意间误导观众"，要求合作伙伴审慎行事。

虽然未提及制作成本，但此次政策发布恰逢联合CEO泰德·萨兰多斯表态"坚信AI能帮助创作者提升影视剧质量而不仅是降低成本"数周后。萨兰多斯曾以阿根廷科幻剧《永恒者》为例，说明生成式AI如何帮助控制预算。如今Netflix显然希望更多创作团队采纳此类工作流程。

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英文来源：

Netflix has already faced backlash over the use of AI in What Jennifer Did, director Jenny Popplewell’s 2024 true crime documentary that seemingly used AI-generated images in place of real archival photos. That documentary stood out as a shining example of gen AI’s ability to distort reality in situations where people are specifically looking to be told the truth about something. Now the streamer is taking steps to avoid similar problems.
Netflix wants its partners to follow these rules when using gen AI
Netflix is fine with the TV and filmmakers using generative AI, but it wants them to start following some rules.
Netflix is fine with the TV and filmmakers using generative AI, but it wants them to start following some rules.
This week, Netflix published a post on its Partner Help Center hub detailing its guiding principles regarding gen AI and the situations in which it is ok with production teams using the technology. In Netflix’s view, gen AI tools are “valuable creative aids” that make it easier for “users to rapidly generate new and creatively unique media (video, sound, text, and image).” Because the gen AI space is moving at such a breakneck pace, however, the company felt that it was important to outline the rules it expects its partners to follow if and when they use these tools.
“To support global productions and stay aligned with best practices, we expect all production partners to share any intended use of GenAI with their Netflix contact, especially as new tools continue to emerge with different capabilities and risks,” the post explains. “Most low-risk use cases that follow the guiding principles below are unlikely to require legal review. However, if the output includes final deliverables, talent likeness, personal data, or third-party IP, written approval will be required before you proceed.”
Netflix’s gen AI best practices are predicated on five specific guidelines that it sees as being “essential to act responsibly when employing generative workflows.” Netflix says:

• The outputs do not replicate or substantially recreate identifiable characteristics of unowned or copyrighted material, or infringe any copyright-protected works
• The generative tools used does not store, reuse, or train on production data inputs or outputs.
• Where possible, generative tools are used in an enterprise-secured environment to safeguard inputs.
• Generated material is temporary and not part of the final deliverables.
• GenAI is not used to replace or generate new talent performances or union-covered work without consent.
  Netflix also says if its partners are confident that they are following those guidelines, they only need to tell their designated company contact that they intend to use gen AI. But if partners are unsure or know that they’re not adhering to the rules, they should escalate to your Netflix contact for more guidance before proceeding, as written approval may be required.”
  The post repeatedly stresses that while Netflix is very open to its partners using gen AI in a number of ways, it wants them to be mindful of the potential legal risks they might wander into by not running their plans by management and the company’s legal team beforehand. The post also makes a point of emphasizing that Netflix believes “audiences should be able to trust what they see and hear on screen.” And given gen AI’s potential to “blur the line between fiction and reality or unintentionally mislead viewers,” the streamer wants its partners to tread carefully.
  Though the post does not mention production costs, all of this comes just a few weeks after Netflix co-CEO Ted Sarandos said that the company remains “convinced that AI represents an incredible opportunity to help creators make films and series better, not just cheaper.” Soon after, Sarandos began pointing to Netflix’s new Argentinian sci-fi series The Eternaut as an example of how gen AI could be used to bring a show in under budget. And now it seems like Netflix is very keen on other creative teams embracing that kind of workflow.
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