UK producers’ organisation Pact has issued a list of principles and guidance for its members on the implications of using generative AI for TV and film projects.
While Pact welcomes the opportunities that AI brings to the TV and film sector - such as creating efficiencies and enhancing the creative process – it also acknowledges that the technology comes with risks that need to be navigated carefully.
The principles and guidance have been developed with Pact’s AI working group and industry experts. The working group is comprised of producer members from both large and small production companies working across a range of genres.
Pact said the statement of principles and guidance will be iterative and will be updated as new developments come to its attention.
John McVay, Pact CEO, said: “AI has long been used in the TV and film industry, but this fast-moving technology brings with it risks as well as opportunities. That is why Pact has worked with AI experts to develop a framework for members to be able to assess the risks involved, as well as maximising the opportunities to continue to create quality content.”
Generative AI Principles
1. Respecting copyright: Pact considers that copyright works should be protected from being used illegally in contravention of UK copyright law.
2. Valuing human creativity: Pact believes in the value of human creativity and artistic talent in the production process. This cannot be replaced by AI.
3. Responsibility and accountability: Pact considers that there should be transparency over the use of generative AI tools within the production process. Pact members will continue to take responsibility for all content that they produce.
4. Diversity and inclusion: Pact supports minimising and mitigating bias in AI models, and encourages members to use generative AI tools that have been developed to express diversity.
5. Data Privacy: Pact agrees that privacy must be protected and promoted throughout the AI lifecycle and production process.
Generative AI Guidance
To accompany the principles, the Pact generative AI guidance has been developed by looking at how AI is used at each stage of the production process. During each stage, producers are asked to consider the risks and opportunities of using generative AI.
You are not signed in
Only registered users can comment on this article.
 (1).jpg)
Sociate AI targets the relevance gap in AI-generated advertising
Sociate AI is set to launch a campaign generation platform and demonstrate it at IBC2026, promising to turn emerging audience trends into relevant, ready-to-run campaigns in minutes.
.jpg)
Dutch broadcaster Avrotros pulls out of Eurovision 2027
Dutch broadcaster Avrotros has pulled out of next year's Eurovision Song Contest in protest at Israel's participation amid the war in Gaza.
.jpg)
DAZN renews Serie A rights in UK and Ireland
Sports streamer DAZN has renewed its Serie A rights in the United Kingdom and Ireland for the 2026-27 season.
.jpg)
European and North African broadcasters sign on for Mediterranean Games
A total of 14 broadcasters across 13 countries have teamed up to bring the Mediterranean Games Taranto 2026 to audiences across Europe and North Africa.
.jpg)
Top streamers rein in subscription price rises amid cost-of-living crunch
Netflix, Amazon, and Disney+ have started to rein in subscription price increases as consumers reach limits of willingness to pay, according to research from Ampere Analysis.
