Screen Australia is introducing AI guidelines to protect the talent and intellectual property of Australian creators in the screen industry.
Screen Australia has introduced a set of guiding principles for the use of artificial intelligence (AI) in the screen industry, reaffirming its commitment to protecting human creativity and talent.
The agency’s approach will focus on maintaining the health of Australia’s film industry, particularly protecting the rights and intellectual property of practitioners.
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In a statement, Screen Australia highlighted the evolving nature of AI technology and said it was closely monitoring developments in the domestic and international regulatory landscape.
“These Guiding Principles are intended to complement federal AI regulations and policies, such as the National Framework for Assurance of Artificial Intelligence in Government and the Digital Transformation Agency’s Policy on the Responsible Use of AI in Government.”
The agency added that adjustments to the principles may be made in response to advances in this area.
The principles focus on six key areas:
Value human talent, creativity, and culture
At the core of these guidelines is the protection of human talent, creativity and culture, and these elements have long been at the heart of Australia’s film industry. Screen Australia says ensuring practitioner rights, including the protection of personal information and intellectual property, will be a priority when adopting AI. He also emphasized the need to protect Indigenous Cultural Intellectual Property (ICIP) in the use of AI.
transparency
The agency called for transparency in how AI is used and emphasized the importance of building trust. Screen Australia noted that stakeholders, the wider industry and audiences should be informed about the application of AI, its purpose and the people affected by AI.
Ethical use of AI
Encouraging the ethical use of AI Screen Australia supports compliance with Australia’s AI Ethical Principles in the development and deployment of AI systems. The agency called on the industry to consider the broader implications of AI and uphold ethical standards.
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diversity, equity and inclusion
In promoting diversity, equity and inclusion, Screen Australia sees AI as a tool that can enhance representation and equity. However, it warned against using AI in ways that could lead to discrimination or perpetuate existing social inequalities.
Fairness of compensation and consent
This principle also refers to fairness in negotiations between all parties involved in film production. Screen Australia called for a consultative approach to the use of AI and ensuring buy-in from all relevant stakeholders. Additionally, screeners emphasized that they should receive fair remuneration and clear terms if they consent to the use of their content, likeness, and performance in AI applications.
responsibility and liability
Finally, the guidelines outline the need for responsibility in the use of AI. This includes conducting a thorough risk assessment, as well as establishing governance structures and accountability mechanisms. Protection of intellectual property, personal data and confidential information was also highlighted as a key concern. The agency further recommended continued testing and review of AI systems to ensure responsible use.
These principles were welcomed by key industry stakeholders. Claire Pullen, CEO of the Writers Guild of Australia, expressed her support:
“We are pleased that these guidelines provide clear direction on what the ethical use of AI in the screen industry should be and what we can expect from the authorities.”
Mr Pullen also acknowledged Screen Australia’s commitment to protecting practitioners’ rights and intellectual property, particularly in the context of AI training data and generated output.
“We welcome the focus on indigenous cultural materials, which are particularly vulnerable to exploitation,” she added.
The Australian Writers Guild (AWG), along with several other industry bodies such as the Writers Guild of Australia Copyright Collection Association, the Film Editors Guild of Australia, the Production Design Guild of Australia and the Cinematographers Guild of Australia, have established these protections. played an important role in making the case.
In May, these organizations submitted a joint proposal to the Select Committee on the Adoption of Artificial Intelligence, warning of the risks that unregulated AI poses to the creative sector and calling for clear guidelines to mitigate these threats. I asked for it.
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Mr. Pullen reiterated his conclusion that the AWG’s position remains firm.
“The only ethical framework for the use of AI in the screen industry is one that guarantees consent, credit and compensation for creatives.”
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