Producers of Documentaries Unveil Guidelines on AI Use in Filmmaking

The Archival Producers Alliance (APA) has developed guidelines regarding the use of generative artificial intelligence (AI) in nonfiction film. The APA is a volunteer group of more than 300 researchers and documentary producers, all focused on exploring contemporary issues that face the film industry.

The guidelines, which were recently announced at the Camden Film Festival, are centered on reiterating the journalistic values that this space has long held. This comes after an open letter was published in the Hollywood Reporter late last year calling for more guardrails for the film-making industry.

As artificial intelligence becomes widely adopted in production, these ethical guidelines may assist filmmakers, producers, broadcasters, studios and streamers on any queries they may have over the use of this modern tech. In a statement, APA codirector Stephanie Jenkins explained that it was crucial to understand the ways generative artificial intelligence could affect nonfiction storytelling, particularly in a world where it was becoming harder to differentiate between a generated image and a real one.

During the launch, well-known individual filmmakers such as Rory Kennedy, Ken Burns and Michael Moore, as well as some prominent documentary film organizations affirmed the guidelines. These organizations included the International Documentary Association (IDA) and the Documentary Producers Alliance.

Dominic Willsdon, IDA executive director, stated that while the nature of the trust was mutable, documentary was an art practice that sought truth. Willsdon argued that generative AI would bring profound and new mutations, some of which would be harmful and others fruitful. The guidelines, he noted, could help the documentary space better navigate the wider adoption of artificial intelligence.

The group doesn’t reject the use of this technology but highlights the need to consider its use based on the following principles: legal considerations, transparency, value of primary sources and ethical considerations of creating simulations based on humans. According to these rules, documentary filmmakers need to preserve the original medium or form of a source and treat the generation of images with as much care and intentionality as they would re-enactment or conventional recreation.

The guidelines also underscore the importance of transparency internally with legal counsel, production teams, streamers, distributors, subjects and insurance companies as well as externally with audiences.

Jennifer Petrucelli, APA codirector, explained that audiences needed to understand what they were hearing and seeing, whether it was AI-generated or authentic media. To promote transparency, the guidelines suggest that GenAI companies, creators and tools be included in the credits, much like how archival music and footage is recognized.

Other industries and segments that are targeted by AI solutions from a variety of companies such as Salesforce Inc. (NYSE: CRM) may also need to come up with guidelines that reassure employees and other stakeholders that these technologies aren’t after causing job losses but are primarily geared at boosting productivity.

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