What's Happening?
The Mise En Scène Company (MSC), 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 provide a clear framework for identifying the use
of AI in film production. The standard categorizes AI usage into three designations: No AI Used, Assistive AI, and Generative AI. It is designed to be integrated into existing sales and distribution processes, making it accessible to independent productions and scalable across the industry. The standard is available under a CC BY 4.0 open license, allowing free adoption and adaptation by producers, distributors, and platforms, provided they credit the source. The governance of this standard is expected to transition to an independent industry body. The initiative was inspired by MSC's earlier decision to label its marketing materials with a 'No AI Used' tag at the European Film Market in Berlin.
Why It's Important?
This new standard addresses growing consumer demand for transparency in AI usage in media production. According to research by Deloitte and Baringa, 77% of consumers want to know if AI was used in content creation, and 70% prefer content produced by humans. By establishing a common language and understanding of AI's role in film production, the industry can better align with audience preferences and potentially avoid the pitfalls seen in other digital platforms overwhelmed by low-value AI-generated content. This initiative could help the film industry maintain quality and trust with audiences, while also providing valuable insights into consumer demand, which can guide future production decisions.
What's Next?
The Human Provenance in Film standard is currently open for consultation, with responses being accepted until October 31. This period allows stakeholders across the film industry, including producers, distributors, insurers, and exhibitors, to provide feedback and potentially influence the final form of the standard. As the governance of the standard is set to transfer to an independent body, the industry will need to prepare for its implementation and consider how it will affect production and distribution practices. The success of this initiative could lead to broader adoption and adaptation of similar standards across other media and entertainment sectors.
