A slew of AI creatives and filmmakers stepped into Deadline’s Zurich Studio during the Zurich Summit where each gave their thoughts on guardrails and essential measures they felt needed to be in place for the technology to be safely used in the entertainment space.
Eline van der Velden, whose company Particle6 is the creator behind Tilly Norwood, said she felt all prompts “should be audited.”
“You should never be referencing any copyrighted material or likenesses or anything like that or uploading anything that you don’t have consent for or are compensating anyone for,” she stressed.
Van der Velden continued: “This stuff has ripped all of our work – it’s been trained on every single one of us – and I’ve made peace with that…What I do have a problem with is if those systems, those video models do not remain democratically open to everybody.”
She pointed to some AI models that are closed off and sold to companies and now unavailable in the public domain. “If you have AI models that have been trained by everyone, they should remain open to and used by everyone,” she said.
Nick Holt, director of documentary AI: Probably Nothing To Worry About, said he was curious as to how AI will take shape in the doc space. “It’s a difficult one because documentaries have always been held up as this bastion of integrity and truthfulness in some ways,” he said, adding that AI will likely provide new techniques and ways of filmmaking that will push boundaries in the doc space.
“We’ll be led by our noses really,” he said. “There’s not really any path or road map and we’ll just have to trust our integrity and hopefully we will get it right.”
Zack London, director of upcoming AI feature Gods Don’t Give Gifts, said that regulation in all sectors will prove difficult given the pace at which the tech is moving and the fact that it is moving towards an open source mode.
“Hollywood and the primary means of distributing, whether that’s the streamers or theatrical, can obviously impose their own regulations or requirement to try and mitigate IP theft or abuse of tools or identities,” said London. “But I think the vast majority of content made with AI was never destined for or will ever attempt to enter the mainstream.”
He continues: “So, to that extent, the degree to which there are guardrails can’t really be imposed because the reality is we’ve opened Pandora’s Box…Once we are in a world where all of this is open-sourced, which is where things are rapidly going, there is no way to contain it or control it, so it just has to be cultural norms.”
Nathalia Ramos, Co-Founder Creators Coalition on AI, also joined the discussion where she gave an update on the company’s initiative to develop standards and best practices for AI use in the creative labor and entertainment sector.
Check out the video above.
