The Push for AI Labeling in Film: A New Standard for Human Creativity

The Mise En Scene Company (MSC), a UK sales firm, has introduced a "No AI Used" label for its films, aiming to establish a global industry standard that informs audiences about the use of artificial intelligence in filmmaking. This initiative was inspired by A24's disclaimer on its horror film *Heretic*, which stated that no generative AI was involved in its production. MSC's CEO, Paul Yates, emphasized that the goal is to protect human authorship amid the increasing prevalence of AI-generated content in creative industries. He stated, “We’re entering a tectonic shift... If we don’t define it, label it, and protect it, it will simply disappear into the noise.”

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MSC's certification debuted at the European Film Market in Berlin, featuring prominent advertising for its titles such as *Billy Knight* and *Forelock*. Yates has called for collaboration among film companies, festivals, and governments to create a centralized certification system akin to organic or fair-trade labeling. He argues that the current narrative surrounding AI focuses on speed and cost, which risks reducing art to mere production churn. Yates insists that film must define itself as the antithesis of this trend to maintain its cultural and economic significance.

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While MSC advocates for clear labeling to distinguish human creativity from AI-generated material, it does not oppose the use of AI as a tool. Yates noted, “We support AI as a tool... but we believe it’s essential to clearly distinguish AI-generated material from human expression.” The company has also initiated discussions to extend this labeling initiative beyond film into other creative sectors such as publishing, music, and visual arts.

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The introduction of MSC's certification comes amid growing concerns over AI technologies like Seedance 2.0, developed by ByteDance, which has faced backlash from organizations such as the Human Artistry Campaign and the Motion Picture Association. These groups argue that such technologies threaten the integrity of human creativity by producing unauthorized deepfakes and voice clones of actors. The Human Artistry Campaign stated, “Stealing human creators’ work in an attempt to replace them with AI-generated slop is destructive to our culture.”

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As the film industry grapples with the implications of AI, MSC's "No AI Used" initiative represents a significant step toward defining and protecting human artistry. The ongoing discussions about labeling and standards reflect a broader concern about the future of creativity in an increasingly automated landscape. The industry must navigate these challenges carefully to ensure that human expression remains valued and distinguishable in the face of advancing technology.

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