New Ethical Guidelines for AI in Documentary Filmmaking

In an era where **authenticity** in storytelling is increasingly challenged, documentary filmmakers must confront a pressing question: How should they ethically utilize generative AI? The **Archival Producers Alliance** (APA) has released a set of guidelines aimed at addressing this critical issue within the industry.

Exploring Core Issues

This article will delve into the vital aspects of these guidelines, including:

• The significance of transparency in documentary filmmaking
• Concerns regarding the authenticity of AI-generated materials
• The principles guiding ethical AI usage in the production process

Value for Readers

Readers will gain insights into how these guidelines seek to uphold journalistic values while embracing the potential of AI technology, reinforcing the importance of integrity in nonfiction storytelling.

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Documentary Producers Introduce New Ethical Guidelines for AI in Filmmaking

Adrian Horton — Fri 13 Sep 2024 22.20 CEST

Last modified on Fri 13 Sep 2024 22.31 CEST

Following a year marked by significant industry strikes, the film community grapples with the ethical implications of generative AI usage. With increasing concerns regarding the creation of “fake archival” materials—like AI-synthesized audio and visuals—documentary filmmakers find themselves at a critical crossroads regarding the ethical deployment of technology.

Concerns in Nonfiction Filmmaking

“As discerning between real images and generated ones becomes increasingly challenging, it is essential to comprehend how generative AI influences nonfiction narratives,” stated Stephanie Jenkins, co-director of the Archival Producers Alliance (APA).

At the announcement during the Camden Film Festival, numerous prominent documentary organizations, including the Documentary Producers Alliance (DPA) and the International Documentary Association (IDA), endorsed these guidelines. More than 50 acclaimed filmmakers, such as Michael Moore, Ken Burns, and Rory Kennedy, also showed their support.

Core Ethical Principles for AI Implementation

Instead of outright rejecting generative AI, the guidelines promote the evaluation of its use based on four key principles:

• Value of Primary Sources: Emphasizing the importance of authentic documentation.
• Transparency: Keeping audiences informed about the nature of the materials presented.
• Legal Considerations: Being mindful of the legal ramifications tied to synthetic outputs.
• Ethics of Human Simulations: Addressing the moral implications of creating human-like representations.

Filmmakers are encouraged to:

1. Reflect on how the introduction of synthetic materials may obscure historical truths.
2. Identify and minimize algorithmic biases present in AI-generated content.
3. Preserve the authenticity of original sources and notify viewers of any alterations through clear textual or visual indicators.
4. Approach the generation of images with the same rigorous attention to detail and accuracy as they would traditional recreations or reenactments.

Navigating AI-Related Controversies

Rachel Antell, APA co-director and contributor to the Academy Award-nominated film Crip Camp, expressed concern over the creative potential of AI technology, stating, “If not used thoughtfully, the introduction of artificial content in documentaries could undermine audience trust and alter historical accuracy.” The guidelines come in light of previous controversies, such as the use of a deepfake of Anthony Bourdain's voice in the film Roadrunner and accusations regarding AI-generated archival visuals in Netflix's What Jennifer Did.

The guidelines advocate for internal transparency among production teams, legal advisors, insurance providers, distributors, streamers, and subjects, as well as clarity with audiences. Jennifer Petrucelli, co-director of APA, emphasized, “Transparency is foundational. Viewers must discern whether the media they are engaging with is authentic or AI-generated.”

Envisioning the Future of Documentary Filmmaking

To ensure greater transparency, the APA encourages filmmakers to credit the AI tools, creators, and companies involved in the production process, akin to the acknowledgment given to archival footage and music. Additionally, the guidelines address the topic of human simulations—often referred to as “deepfakes”—which has become a contentious issue due to its potential for misinformation.

The APA is “enthusiastic about the opportunities that new technologies present—particularly those stories that have been overlooked or deliberately silenced.” They note that AI-human simulations may provide a way to safeguard the privacy of documentary subjects at risk, as seen in Welcome to Chechnya, which implemented AI to conceal the identities of persecuted LGBTQ+ individuals in Russia, and in Another Body, which utilized AI techniques to protect a victim of deepfake revenge porn.

“The challenges posed by generative AI do not diminish the documentary field; instead, they open avenues to enrich diverse narratives through responsible use of this technology,” the guidelines underscore. “However, we firmly uphold the significance of human expertise and discernment in the filmmaking process.”

The aspiration is for these guidelines to promote a future where documentary filmmaking remains a credible and engaging medium for visual storytelling, documenting human history and experiences. While the potential of generative AI is vast, there are responsibilities that only filmmakers can shoulder.

Frequently Asked Questions

1. What prompted the creation of ethical guidelines for AI in documentary filmmaking?

The creation of ethical guidelines was prompted by controversies surrounding the use of AI-generated content, particularly concerns regarding the creation of “fake archival” materials like AI-synthesized audio and visuals. The film community sought to address the ethical implications of generative AI usage, especially following significant industry strikes.

2. Which organizations and filmmakers support these guidelines?

The guidelines have been endorsed by numerous prominent documentary organizations, including the Documentary Producers Alliance (DPA) and the International Documentary Association (IDA). Over 50 acclaimed filmmakers, such as Michael Moore, Ken Burns, and Rory Kennedy, also expressed their support.

3. What are the core ethical principles outlined in the guidelines?

The guidelines promote the evaluation of AI usage based on four key principles:

• Value of Primary Sources: Emphasizing the importance of authentic documentation.
• Transparency: Keeping audiences informed about the nature of the materials presented.
• Legal Considerations: Being mindful of the legal ramifications tied to synthetic outputs.
• Ethics of Human Simulations: Addressing the moral implications of creating human-like representations.

4. What recommendations do the guidelines provide for filmmakers using AI?

Filmmakers are encouraged to:

1. Reflect on how synthetic materials might obscure historical truths.
2. Identify and minimize algorithmic biases in AI-generated content.
3. Preserve the authenticity of original sources and notify viewers of any alterations clearly.
4. Approach the generation of images with rigor, similar to traditional recreations.

5. What concerns did industry leaders express regarding the use of AI in documentaries?

Rachel Antell, co-director of the APA, raised concerns that if not used thoughtfully, AI content could undermine audience trust and alter historical accuracy. Previous controversies, such as the deepfake of Anthony Bourdain's voice, have highlighted these issues.

6. How do the guidelines address the issue of transparency?

The guidelines advocate for internal transparency among all parties involved in documentary production—production teams, legal advisors, and even the audience. They emphasize the need for viewers to discern between authentic and AI-generated media.

7. What role do AI tools and creators play in the production process?

The APA encourages filmmakers to credit the AI tools, creators, and companies involved in their productions, similarly to how archival footage and music are acknowledged. This aims to foster transparency and build trust with audiences.

8. Are there specific examples of responsible AI use in documentaries?

Yes, the guidelines mention documentary projects like Welcome to Chechnya, which used AI to protect LGBTQ+ individuals' identities at risk, and Another Body, which used AI techniques to safeguard a victim of deepfake revenge porn.

9. How do the filmmakers view the potential of generative AI?

The APA sees the challenges posed by generative AI as not diminishing the documentary field, but rather as opportunities to enrich diverse narratives through responsible use of technology while upholding the significance of human expertise in filmmaking.

10. What is the overarching goal of these guidelines for the future of documentary filmmaking?

The overarching goal is to ensure that documentary filmmaking remains a credible and engaging medium for visual storytelling, continuing to document human history and experiences while responsibly integrating new technologies.