Pact welcomes the opportunities that AI brings to the sector. TV and film production has long embraced AI over the past three decades. Generative AI presents the possibilities to create efficiencies and enhance the creative process. However, Pact also acknowledges that this technology comes with risks that need to be mitigated.
Pact’s mission is, and continues to be, to help members grow their business, and to ensure that the economic, legislative and regulatory environment is working at its best for the sector. This will form a key part in how we will guide members to use and deliver generative AI responsibly at all stages of the production process.
Pact respects and values human creativity within the production process. AI will never replace human creativeness.
It is clear we need to continue to have ongoing conversations about how best to mitigate the risks that AI can bring to the industry. Pact is in dialogue with unions, guilds and commissioners about these risks.
We consider the following overarching principles will need to be considered when members work with generative AI:
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.