The film industry is taking a proactive stance on artificial intelligence with the introduction of a new disclosure standard. This initiative aims to foster transparency and provide a common framework for understanding AI's role in content creation, from initial production to final distribution. By clearly categorizing AI usage, the industry seeks to address growing consumer demand for information and establish a unified approach to managing AI technologies.

This pioneering standard, launched at a major international film event, reflects a collective effort to navigate the complexities of AI in creative fields. Its open-source nature and broad applicability are designed to support both large studios and independent creators, ensuring a consistent approach across the diverse landscape of film and television production. The move also signals a commitment to future-proofing the industry against potential challenges associated with AI-generated content.

Introducing the Human Provenance in Film (HPF) Standard

At the prestigious Cannes Film Market, the London-based organization, The Mise En Scène Company, officially launched its innovative "Human Provenance in Film" (HPF) initiative. This groundbreaking, no-cost artificial intelligence disclosure standard is designed to bring much-needed clarity and transparency to the film and television industries. The program is currently undergoing a consultation phase, inviting input from a wide array of industry stakeholders, including producers, distributors, insurers, streaming platforms, and exhibitors. This collaborative approach ensures that the standard will be comprehensive and widely adopted, with a submission deadline set for October 31.

The HPF standard establishes a clear taxonomy for AI usage, dividing it into three distinct designations: "No AI Used," "Assistive AI," and "Generative AI." These classifications are intended to seamlessly integrate into existing sales and distribution documentation, making the process accessible for independent productions and scalable across the entire industry supply chain. Operating under a CC BY 4.0 open license, the standard allows any producer, distributor, or platform to freely adopt and adapt it without incurring fees or requiring special permissions, provided that proper credit is given to the source. Ultimately, the governance of this standard will transition to an independent industry body, ensuring its long-term integrity and relevance.

Addressing AI's Impact and Futureproofing the Industry

The genesis of this significant initiative stems from The Mise En Scène Company's earlier decision to incorporate a "No AI Used" label on its marketing materials at the European Film Market. This initial step, taken while promoting films such as "Forelock" and "Billy Knight," highlighted the increasing importance of transparency regarding AI in content creation. Paul Yates, CEO of MSC and a spokesperson for HPF, emphasized the urgent need for a shared language and understanding to effectively navigate the evolving landscape of AI within the industry. He asserts that HPF provides this essential framework, offering a simple yet resonant solution to a pressing industry challenge.

Angelina Lamke, a key figure leading the HPF initiative, drew parallels from her extensive experience at Google, observing how platforms expand and contract based on investor interest and the viability of their products. She underscored the film industry's unique opportunity to safeguard itself from the proliferation of low-quality, AI-generated content that has already overwhelmed platforms like YouTube, Instagram, TikTok, and Spotify. Lamke advocates for agreeing on a common language and collecting genuine audience demand signals to gain commercial intelligence. This, she argues, will enable the industry to understand audience preferences before committing to potentially volatile deals with generative AI companies whose products may be short-lived or become prohibitively expensive. Furthermore, the standard is supported by research from Deloitte and Baringa, which indicates that a significant 77% of consumers desire to know if content was created with AI, with 70% expressing a preference for human-produced films and shows over those generated by AI.