For the first time ever, the British Board of Film Classification (BBFC) has used a bespoke AI tool to help classify a streaming service’s entire library.
The AI tool was used by BBFC Compliance Officers in the classification of HBO Max’s library ahead of its UK launch on 26 March 2026.
The AI tool generates metadata that highlights specific compliance issues – such as violence, nudity, or language – for human review.
The final age ratings and content advice remain the sole responsibility of BBFC Compliance Officers.
By integrating AI into the process, the BBFC completed the classification of HBO Max’s entire UK catalogue in six months.
Previously, the same volume of content would have required 1,570 Compliance Officer working days to process, according to the BBFC.
The BBFC said the content analysed is not used to train or retrain the AI, protecting rights holders’ intellectual property.
David Austin OBE, Chief Executive of the BBFC, said: “The BBFC’s use of AI to support our classification is a major step forward in how we support families to make safe and informed viewing decisions.
“The technology has allowed us to deliver classifications for the entire UK HBO Max catalogue, from Game of Thrones to Succession, in just six months. It has also allowed UK audiences to choose what’s right for them to view from the day the platform launched, without any compromise to our rigorous standards.”
HBO Max reached 1.5 million subscribers within its first five days of launching into the UK market on March 26, according to Ampere Analysis research. Discover more here.
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