UK producers’ organisation Pact has issued a list of principles and guidance for its members on the implications of using generative AI for TV and film projects.
While Pact welcomes the opportunities that AI brings to the TV and film sector - such as creating efficiencies and enhancing the creative process – it also acknowledges that the technology comes with risks that need to be navigated carefully.
The principles and guidance have been developed with Pact’s AI working group and industry experts. The working group is comprised of producer members from both large and small production companies working across a range of genres.
Pact said the statement of principles and guidance will be iterative and will be updated as new developments come to its attention.
John McVay, Pact CEO, said: “AI has long been used in the TV and film industry, but this fast-moving technology brings with it risks as well as opportunities. That is why Pact has worked with AI experts to develop a framework for members to be able to assess the risks involved, as well as maximising the opportunities to continue to create quality content.”
Generative AI Principles
1. Respecting copyright: Pact considers that copyright works should be protected from being used illegally in contravention of UK copyright law.
2. Valuing human creativity: Pact believes in the value of human creativity and artistic talent in the production process. This cannot be replaced by AI.
3. Responsibility and accountability: Pact considers that there should be transparency over the use of generative AI tools within the production process. Pact members will continue to take responsibility for all content that they produce.
4. Diversity and inclusion: Pact supports minimising and mitigating bias in AI models, and encourages members to use generative AI tools that have been developed to express diversity.
5. Data Privacy: Pact agrees that privacy must be protected and promoted throughout the AI lifecycle and production process.
Generative AI Guidance
To accompany the principles, the Pact generative AI guidance has been developed by looking at how AI is used at each stage of the production process. During each stage, producers are asked to consider the risks and opportunities of using generative AI.
UK launches copyright consultation for creative industries and AI developers
The UK government has launched a consultation looking at how copyright-protected material can be used to train AI models.
Shinfield Studios’ Nick Smith and Ian Johnson to retire
Shinfield Studios’ joint Managing Directors Nick Smith and Ian Johnson are to retire from their positions at the end of the year.
BBC and ITV confirm rights deal for FIFA World Cup 2026 and 2030
BBC Sport and ITV have agreed a deal for live coverage of the FIFA World Cups in 2026 and 2030 across TV, audio and digital platforms.
US writers call on Hollywood studios to take action against AI firms
The Writers Guild of America (WGA) has called on Hollywood studios to “come off the sidelines” and prevent tech companies from allegedly using its members’ works to train AI platforms.
Arte joins European Broadcasting Union
Arte, the Franco-German public service broadcaster, has become the newest member of the European Broadcasting Union (EBU).
Registered users only: Login
