New AI Disclosure Standard for Film Launched at Cannes Film Market
Variety
Last updated: May 13, 2026
The Mise En Scène Company, based in London, has launched Human Provenance in Film, a free AI disclosure standard for the film and TV sector. This initiative aims to provide transparency regarding the use of artificial intelligence in content creation, addressing growing concerns within the industry.
- The standard, unveiled at the Cannes Film Market, seeks to establish a clear framework for disclosing AI's involvement in filmmaking and television production.
- Key objectives include fostering trust between creators, audiences, and regulatory bodies by ensuring clarity on the provenance of visual elements and narrative components.
- The consultation period is designed to gather feedback from industry professionals, including filmmakers, producers, actors, and distributors, to refine the standard's practical application.
- Specific factual elements being addressed include the identification of AI-generated or AI-assisted visual effects, scriptwriting, performance enhancement, and voice synthesis.
- The economic implications revolve around ensuring fair compensation and credit for human talent while navigating the integration of AI technologies.
- Socially, the standard aims to protect intellectual property rights and prevent the unauthorized use or misrepresentation of human creativity through AI.
- The Mise En Scène Company emphasizes that this is a no-cost solution, intended for widespread adoption to promote ethical AI practices across the global film and television landscape.
- The consultation process is a critical step in making the standard robust and universally applicable, ensuring it meets the diverse needs of the industry.
