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Filmmakers Fight AI Flood with Human Artistry
14 Feb
Summary
- A UK sales firm is launching an 'No AI Used' label for films.
- The company aims to protect human authorship against AI content.
- They advocate for industry-wide standards similar to organic labeling.
A United Kingdom sales company is launching an "No AI Used" label for films, urging the implementation of global industry standards to inform audiences about the use of artificial intelligence in filmmaking. This initiative is inspired by disclaimers like the one for A24's horror movie 'Heretic.'
The company's CEO, Paul Yates, clarified that the goal is not to oppose technology but to safeguard human authorship. He stated that human artistry is becoming both more valuable and vulnerable as AI-generated content proliferates.
Yates believes that film must define itself in opposition to the logic of speed and cost often associated with AI, which he argues turns art into mere churn and risks the industry losing its soul and economic power.
The firm is discussing with international partners to expand this labeling concept beyond film into publishing, music, and visual arts. This effort aligns with recent calls from the Motion Picture Association for platforms to cease using copyrighted works in AI model development, and reports of casting calls indicating potential AI adjustments to actor performances.
