Building Better Stories: How the Industry is Embracing AI Transparency
This month, the Academy of Motion Picture Arts and Sciences (AMPAS) announced their consideration of mandatory AI disclosure for Oscar submissions. This watershed moment reflects a broader truth: artificial intelligence isn’t just reshaping how stories are told – it’s transforming how we talk about storytelling itself.
Creative Voices: How Filmmakers are Shaping AI’s Role
The industry’s response to AI disclosure reveals a complex story. While “The Irishman’s” pioneering use of AI de-aging technology sailed smoothly through public consciousness, “Late Night with the Devil” faced intense scrutiny over AI-enhanced marketing materials. Most recently, “The Brutalist” sparked heated debate for what many would consider minimal AI usage: Respeecher’s voice technology was employed to enhance the authenticity of Hungarian accents, helping actors deliver dialogue with more accurate pronunciation, while AI-generated architectural drawings were added to flesh out background details in scenes depicting the protagonist’s work as an architect. These additions, though tactical and focused on enhancing authenticity, still drew significant criticism.
This stands in stark contrast to “Better Man,” where AI was used extensively to help actor Jonno Davies recreate Robbie Williams’ voice. In a film where Williams is portrayed as a CGI monkey throughout, audiences were already primed for creative interpretation rather than strict reality. The AI-enhanced vocals barely registered as a concern.
Beyond the Numbers: What Audiences Really Think About AI
This disparity isn’t just about public perception – it’s backed by data. Our 2024 Media & AI review revealed that audience sensitivity to AI varies dramatically based on context. Content rooted in reality, like “The Brutalist” with its holocaust-related narrative, faces heightened scrutiny compared to productions where creative liberties are expected and accepted.
Yet here’s what’s often overlooked: the same research shows a significant portion of viewers are actually more engaged when AI is used thoughtfully and disclosed transparently. Take “Another Body,” which brilliantly employed generative AI to protect subject anonymity while preserving emotional authenticity. This success challenges the assumption that factual content must keep AI at arm’s length.
Finding Balance: Moving Past the AI vs. Creativity Debate
Some productions are taking a defensive stance – like directors Scott Beck and Bryan Woods including a “No AI used” credit in “Heretic.” While well-intentioned, such binary statements might be missing the point. They reflect an industry grappling with how to communicate nuance in an increasingly complex creative landscape.
Therefore, the path forward isn’t about choosing sides in the AI debate – it’s about embracing the nuanced reality of how AI is used in modern storytelling. AI has been woven into the fabric of filmmaking for years, appearing in countless forms across production pipelines. As audiences develop more sophisticated expectations and complex tastes, success lies not in hiding or highlighting AI use, but in better communication around how, where and why it supports the delivery of a story.
Creating Opportunities: A New Chapter for Independent Filmmakers
For independent filmmakers, this evolution presents both challenge and opportunity. Those who can thoughtfully implement and communicate their AI usage while maintaining creative integrity will find themselves ahead of the curve. Yet tracking AI use across a production’s lifecycle – from development through distribution – requires both expertise and diligence. With 57% of UK TV producers already using or planning to use AI, the need for clear documentation and ethical implementation has never been greater.
Partnering for Success: How AIMICI Supports Your Creative Journey
AIMICI’s Track service helps productions navigate this landscape, providing comprehensive AI mapping and monitoring that builds stakeholder trust while working towards responsible AI certification. Connect with us to learn how we can support your production’s journey toward transparent, ethical AI implementation.
