AI is used as a tool for dialogue and co-creation, not as a replacement for human creativity or authorship. At every stage of development, we ensure that human creators set the direction, make key decisions, and approve the final result. AI may assist, inspire, or help iterate — but it never decides. We take active steps to identify potential bias in the models, and use known debiasing methods to balance outputs.

Humans always create the first draft and have the final cut.

CONTROL

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Whenever we clone, simulate, or modify the contribution of a performer or any creative, we always secure informed consent and ensure fair compensation. No likeness, voice, or creative work is used without clear permission. We respect the legal and moral rights of individuals, and we aim to go beyond the minimum legal requirements to uphold trust and fairness.

We actively protect personal
rights and integrity

CONSENT

2

All performers, collaborators, and contributors are informed and consulted about any use of AI in the production. We clearly explain the methods, intentions, and potential outcomes.
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We document all our processes and techniques throughout development and production. Where permitted, we share this documentation with relevant stakeholders — ensuring accountability and enabling meaningful dialogue.

We believe in openness and transparency

CLARITY

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We are clear about who did the work, including when and how AI tools were involved.
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Human contributors who guide or supervise AI processes are credited appropriately, such as through the role of “AI Supervisor” or similar titles. We acknowledge both human creativity and the tools used, fostering a culture of transparency rather than mystification.

We make authorship visible.

CREDIT

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We are clear about who did the work, including when and how AI tools were involved.
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Human contributors who guide or supervise AI processes are credited appropriately, such as through the role of “AI Supervisor” or similar titles. We acknowledge both human creativity and the tools used, fostering a culture of transparency rather than mystification.

We manage data responsibly and with care.

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We treat carbon as a design constraint: where a GenAI solution can replace travel, builds, or reshoots with no loss of integrity, we choose the lower-impact path. When AI is used, we prefer energy-efficient models, greener cloud regions, and providers with strong clean-energy sourcing; we measure and cap compute so experimentation doesn’t sprawl. We report through the Green Producers Tool.

We minimise environmental impact, proportionate to creative need.

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