What's Happening?
The Mise En Scène Company, based in London, has launched a new AI disclosure standard for the film and TV industry, called Human Provenance in Film, at the Cannes Film Market. This initiative aims to create transparency in the use of AI in film production
by categorizing AI use into three designations: No AI Used, Assistive AI, and Generative AI. The standard is designed to be integrated into existing sales and distribution paperwork, making it accessible to independent productions and scalable across the entire supply chain. It is offered under a CC BY 4.0 open license, allowing producers, distributors, and platforms to adopt and adapt it freely, provided they credit the source. The initiative is open for consultation until October 31, inviting participation from various industry stakeholders.
Why It's Important?
This new standard is significant as it addresses growing concerns about the use of AI in creative industries, particularly in film and television. By providing a clear framework for disclosing AI use, the initiative aims to protect the industry from potential pitfalls associated with AI-generated content, such as the proliferation of low-quality productions. The standard also responds to consumer demand for transparency, as studies indicate that a majority of consumers prefer content produced by humans over AI-generated content. This move could influence industry practices, encouraging more responsible and transparent use of AI, and potentially shaping consumer trust and preferences.
What's Next?
The consultation period for the AI disclosure standard is open until October 31, during which industry stakeholders can provide feedback. The governance of the standard is expected to eventually transfer to an independent industry body, ensuring its continued relevance and adaptation. As the industry responds to this initiative, it may lead to broader adoption of similar standards across other creative sectors, influencing how AI is integrated into content production and distribution. The outcome of this consultation could set a precedent for how AI is managed in the film industry and beyond.
