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). This initiative aims to establish a global industry standard that clearly distinguishes films made without generative AI technology. Inspired by A24's disclaimer in the horror movie 'Heretic', MSC seeks to protect human authorship in the creative industry. The company is not against AI but emphasizes the need for transparency in distinguishing AI-generated content from human expression. MSC is in discussions with international partners to expand this labeling initiative beyond films to include publishing, music, and visual arts.
Why It's Important?
The push for a 'No AI Used' label highlights the growing concern over the impact of
AI on creative industries. As AI technology becomes more prevalent, there is a risk of diminishing the value of human creativity and expression. By advocating for clear labeling, MSC aims to preserve the cultural and economic significance of human-made art. This initiative could influence industry standards, encouraging transparency and potentially affecting how audiences perceive and value creative works. It also raises questions about the future role of AI in art and the need for ethical guidelines in its application.
What's Next?
MSC's initiative may lead to broader discussions within the film industry and beyond about the role of AI in creative processes. If successful, the 'No AI Used' label could become a standard practice, influencing how films and other creative works are marketed and consumed. This could prompt other industries to adopt similar transparency measures, potentially leading to new regulations or industry standards. The outcome of MSC's discussions with international partners will be crucial in determining the scope and impact of this initiative.
