Film Industry Launches Open AI Disclosure Standard
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The Mise En Scène Company (MSC) has introduced Human Provenance in Film (HPF), a free AI disclosure standard for the industry. The initiative, now open for consultation until October 31, offers a taxonomy to categorize AI use in productions. It aims to address consumer demand for transparency regarding AI involvement in content creation.
Facts First
- Human Provenance in Film (HPF) is a no-cost AI disclosure standard unveiled by The Mise En Scène Company (MSC).
- The standard is currently open for consultation at the Cannes Film Market, with input sought from producers, distributors, insurers, platforms, and exhibitors.
- HPF categorizes AI use into three designations: 'No AI Used', 'Assistive AI', and 'Generative AI'.
- The standard is offered under a CC BY 4.0 open license, allowing free adoption and adaptation with attribution.
- Research indicates consumer demand for AI transparency, with 77% wanting to know if content was made with AI.
What Happened
The Mise En Scène Company (MSC) has launched Human Provenance in Film (HPF), a voluntary standard for disclosing the use of artificial intelligence (AI) in film and television productions. The standard is now open for industry consultation at the Cannes Film Market. Stakeholders including producers, distributors, insurers, platforms, and exhibitors are invited to provide feedback until October 31. HPF provides a taxonomy with three categories: 'No AI Used', 'Assistive AI', and 'Generative AI'. The standard is released under a Creative Commons CC BY 4.0 license, meaning it can be adopted, adapted, and used freely by any entity, provided the source is credited. Governance of HPF is intended to eventually transfer to an independent industry body. The initiative originated from MSC's own decision to apply a 'No AI Used' label to marketing materials for its films 'Forelock' and 'Billy Knight' at the European Film Market earlier this year.
Why this Matters to You
If you choose films or television shows, you may soon have clearer information about how they were made. Research indicates 77% of consumers want to know if content was made with AI, and 70% would prefer a film or show produced by humans over one generated by AI. A widely adopted standard could lead to more consistent labeling on marketing materials, streaming platforms, or cinema listings, helping you make informed choices about the content you watch and support. This transparency may also encourage more discussions about the role of AI in creative industries.
What's Next
The consultation period for the HPF standard runs until October 31. After this, the feedback may be used to refine the taxonomy and implementation guidelines. The eventual transfer of governance to an independent body could help ensure the standard's longevity and industry-wide acceptance. Producers, distributors, and platforms who adopt the standard might begin using the labels on their content, which could become a common feature in the market. You can review the proposed taxonomy and a Statement of Shared Intent on the project's website, humanprovenance.film.