The Worldwide Responsible use of AI in Production Pledge
A new initiative from AIMICI to help the production industry adopt AI responsibly, transparently, and with creative integrity.
Introduction to WRAP: Why we’re taking action
There is no shortage of high level guidance on how to use AI responsibly in production today.
In our research, we found 800+ recommendations that are relevant to those working in the industry.
Although this guidance is well-intentioned, it has created an overly complex approach for businesses operating in the film & TV production industry. This complexity is hugely limiting the growth of practical AI adoption and innovation – leaving many teams frozen in place.
Requirements and recommendations are spread across many guidelines, policies, and contract clauses, forcing teams to interpret and negotiate their AI approach project by project.
That creates friction for everyone:
Producers and studios spend extra time translating overlapping requirements and demonstrating responsible practice.
Distributors and commissioners face a complex governance task, without a consistent, comparable signal of what “responsible” looks like in practice.
As we continue our work towards global standards on responsible AI, we believe a simple pledge is a practical starting point: a set of clear actions business can commit to that reduce risk, support smoother collaboration, and create an explainable baseline that the industry can build on over time.
The Worldwide Responsible use of AI in Production pledge
By taking the pledge, your business commits to deliver against five practical points:
1
Protect sensitive data and rights
We will not upload unreleased scripts, confidential cast details, or private production assets into unvetted AI tools. We will ensure we have proper permissions before using anyone’s work or likeness with AI.
2
Ensure professional licensing
Before using AI-generated content in final work, we will verify that the tool’s license allows commercial use.
3
Practice total transparency
We will disclose when and how AI has been used to partners, distributors, and audiences as appropriate, and maintain a central project logbook recording which tools were used, when, and why.
4
Reasonably limit AI use
We will not proceed with AI if it undermines the heart of the story, violates union rules, or introduces risks we cannot safely manage.
5
Maintain human creative control
We will keep humans in the loop at every stage, with final creative decisions, artistic direction, and quality control owned by our team.
Our roadmap for WRAP
Launching WRAP is just the first step of many in finding a way to make responsible AI practices easier to communicate, easier to assess and easier to align with on a global scale.
We’re are launching the initiative this week, in line with this year’s Berlinale Film Festival – a global meeting point and creative catalyst for filmmakers.
Over the coming months we will continue to consult with industry to ensure the pledge terms align with live needs as the breadth and depth of AI integration in industry evolves.
We will look to publish the first cohort of supporters and signatories in Q2 2026.
How to get involved
If you would like to be part of the pioneering team that will help to push forward this pledge in industry, there are two simple ways to take part right now as a business:
Support WRAP: for distributors, commissioners, insurers, industry bodies, and industry leaders who want to publicly support WRAP’s principles and approach.
Sign WRAP: for production, VFX, animation studios etc. who want to be listed as a signatory.
Note that all signatories will ultimately be public, to help ensure accountability and transparency.
We will also liaise privately with each signatory to ensure honest practices.
We are currently accepting private enquiries via pledge@aimici.co.uk or through the form below
Not quite ready to sign, but want to get there? If you’d like help putting the right processes in place such as tool vetting, licensing checks and transparency workflows, AIMICI can support you directly to achieve your pledge goals.
Check out our services to learn more or reach out at hello@aimici.co.uk
