Screen Australia has released a set of Guiding Principles around the use of AI in the screen sector.
“Screen Australia’s approach to AI will be guided by the below key principles. This is a rapidly evolving area and as such, the agency is closely monitoring the developing regulatory landscape in Australia and overseas,” it said.
“This includes the National framework for the assurance of artificial intelligence in government and the Digital Transformation Agency’s Policy for the responsible use of AI in government. These Guiding Principles are intended to complement the Commonwealth Government’s AI regulations and policies and the agency reserves the right to update these principles as new developments arise.”
Talent, creativity, culture and the individual.
We will prioritise the human talent, creativity and culture that are the heart of Australia’s screen industry and the content it creates. This includes ensuring that the rights of screen practitioners are adequately protected including in relation to the use of their personal information and intellectual property in training data, prompts or any generated outputs from AI systems. Indigenous Cultural and Intellectual Property (ICIP) rights must be respected and protected in any use of AI.
Transparency.
Use of AI should be based on trust, which in turn requires transparency. Screen Australia, its stakeholders and the wider industry should be informed about how and when AI may be used, for what purposes and who may be impacted. Audiences should similarly be informed about the use of AI in screen content they consume.
Ethical use of AI.
Screen Australia supports the ethical use of AI systems and encourages the application of Australia’s AI Ethics Principles in the design, development and implementation of AI.
Diversity, equity and inclusion.
We encourage active consideration of how AI tools may be utilised to increase diversity, equity and inclusion. Their use should not result in discrimination for any individual, community or group or perpetuate societal injustices.
Fairness.
In keeping with an ethical use of AI, negotiations between all parties involved in screen projects should be consultative, with consent obtained from all impacted screen practitioners and other rightsholders. The remuneration and terms upon which screen practitioners may consent to the use of AI in relation to their content, likeness or performance must be fair.
Responsibility and accountability.
Responsibility must be taken for any use of AI systems. This includes ensuring that the proposed use is informed, that there is sufficient governance and oversight with clear lines of accountability. Appropriate risk assessment, due diligence and security measures must be implemented, particularly in relation to the handling of data, intellectual property, and personal and confidential information. Processes should be put in place to continually test and challenge the use or outcomes of AI systems.
The Australian Writers’ Guild CEO Claire Pullen said: “We’re pleased to see these guidelines provide a clear direction on what the ethical use of AI should look like in the screen industry, and what we can expect from the agency.”
“We welcome the assurance from Screen Australia that the rights of screen practitioners and their intellectual property will be protected, including in the training of data or generated outputs from AI systems, and the focus on First Nations cultural material, which is particularly vulnerable to exploitation.
“These principles came about following extensive advocacy and consultation by the Australian Writers’ Guild and our fellow craft-based Guilds. Our position remains that the only ethical framework for the use of AI in the screen industry is one that ensures consent, credit and compensation for creatives.”
The Australian Writers’ Guild, Australian Writers’ Guild Authorship Collecting Society, Australian Screen Editors Guild, Australian Production Design Guild and Australian Cinematographers Guild made a joint submission to the Select Committee on Adopting Artificial Intelligence in May this year, highlighting the threat that unregulated AI use poses to the Australian creative industries, and proposing guidelines for the safe and responsible use of AI in the Arts.
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