Pact issues guidance on generative AI

Indie producers’ trade body Pact has issued principles and guidance for members on the implications of using generative AI.

The principles and guidance have been developed in conjunction with Pact’s AI working group and industry experts. The working group is made up of members from both large and small companies across a range of genres. Pact says it wants to share this work more widely “to add to conversations within the sector about how best to use this exciting technology.”

Pact has said that the principles and guidance will be “iterative” and “as new developments come to Pact’s attention both the principles and guidance will be updated to take these into account.” Pact will also continue to engage with unions, guilds and commissioners.

Generative AI Principles

The following principles should be considered by Pact members when using generative AI in TV and film productions:

Respecting copyright: Pact considers that copyright works should be protected from being used illegally in contravention of UK copyright law.

Valuing human creativity: Pact believes in the value of human creativity and artistic talent in the production process. This cannot be replaced by AI.

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.

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.

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, members are asked to consider the risks and opportunities of using generative AI.

Commenting on the generative AI guidance and principles, Pact CEO John McVay OBE, 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.”