What's Happening?
The Mise En Scene Company (MSC), a UK-based sales firm, is promoting a 'No AI Used' label for films at the European Film Market (EFM) to ensure audiences are aware of whether generative AI technology was utilized in film production. Inspired by A24's disclaimer in the horror movie Heretic, MSC aims to protect human authorship as a cultural and economic category amidst the increasing use of AI in creative industries. CEO Paul Yates emphasizes the need for a global industry standard to distinguish AI-generated content from human expression, warning that without clear labeling, human artistry could be overshadowed by synthetic culture. MSC is not opposed to AI but advocates for transparency and proper labeling to maintain the integrity of human creativity.
Why It's Important?
The initiative by MSC highlights a growing concern within the creative industries about the impact of AI on human artistry. As AI technology becomes more prevalent, there is a risk that the unique value of human creativity could be diminished. By advocating for a 'No AI Used' label, MSC seeks to preserve the economic and cultural significance of human-made art. This move could influence film companies, festivals, and governments to adopt similar standards, ensuring that audiences can make informed choices about the content they consume. The push for transparency could also lead to broader discussions about the ethical use of AI in creative fields, potentially setting a precedent for other industries such as publishing, music, and visual arts.
What's Next?
MSC is engaging in discussions with international partners to expand the 'No AI Used' label beyond the film industry into other creative sectors. The firm is calling for a centralized, internationally recognized certification system for human-made cultural works, akin to organic or fair-trade labeling. This initiative could prompt film companies and industry stakeholders to collaborate on establishing guidelines and standards for AI usage in creative processes. Additionally, the Motion Picture Association in the U.S. has recently addressed concerns about AI's use in copyrighted works, indicating a growing awareness and potential regulatory interest in AI's role in the arts.
