Screen Australia introduces AI guidelines to safeguard Australian creatives’ talent and intellectual property in the screen industry.
Screen Australia has introduced a set of Guiding Principles for the use of artificial intelligence (AI) within the screen industry, reaffirming its commitment to protecting human creativity and talent.
The agency’s approach will centre on maintaining the integrity of the Australian screen sector, particularly in safeguarding the rights and intellectual property of practitioners.
In a statement, Screen Australia emphasised the evolving nature of AI technology and noted its close monitoring of developments in both domestic and international regulatory landscapes.
“These Guiding Principles aim to complement the Commonwealth Government’s AI regulations and policies, such as 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,”
the agency said, adding that adjustments to the principles may be made as the field progresses.
The principles focus on six key areas:
Prioritising Human Talent, Creativity, and Culture
At the core of these guidelines is the preservation of human talent, creativity, and culture—factors that have long been at the heart of Australia’s screen industry. Screen Australia stated that ensuring practitioners’ rights, including the protection of personal information and intellectual property, will be a priority when AI is employed. It also highlighted the need for protection of Indigenous Cultural and Intellectual Property (ICIP) in the use of AI.
Transparency
The agency called for transparency in how AI is used, stressing the importance of building trust. Screen Australia noted that stakeholders, the broader industry, and audiences should be informed about the application of AI, its purposes, and those affected by it.
Ethical Use of AI
Encouraging the ethical use of AI, Screen Australia supports the adherence to Australia’s AI Ethics Principles in developing and deploying AI systems. The agency urged the industry to consider the broader implications of AI and uphold ethical standards.
Diversity, Equity, and Inclusion
In promoting diversity, equity, and inclusion, Screen Australia sees AI as a tool that could enhance representation and fairness. However, it cautioned against using AI in ways that could lead to discrimination or perpetuate existing social inequities.
Fairness in Compensation and Consent
The principles also address fairness in negotiations between all parties involved in screen productions. Screen Australia called for a consultative approach to the use of AI, ensuring consent from all relevant stakeholders. Moreover, it stressed that screen practitioners should receive fair compensation and clear terms when consenting to the use of their content, likeness, or performance in AI applications.
Responsibility and Accountability
Finally, the guidelines outline the need for responsibility in AI use. This includes establishing governance structures and accountability mechanisms, along with conducting thorough risk assessments. Protecting intellectual property, personal data, and confidential information was also highlighted as a key concern. The agency further recommended continual testing and review of AI systems to ensure responsible use.
These principles were welcomed by key industry players. Claire Pullen, CEO of the Australian Writers’ Guild, voiced her support, stating,
“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.”
Pullen also acknowledged Screen Australia‘s commitment to protecting practitioners’ rights and intellectual property, especially in the context of AI training data and generated outputs.
“We welcome the focus on First Nations cultural material, which is particularly vulnerable to exploitation,” she added.
The Australian Writers’ Guild (AWG), alongside several other industry bodies, including the Australian Writers’ Guild Authorship Collecting Society, Australian Screen Editors Guild, Australian Production Design Guild, and Australian Cinematographers Guild, played a key role in advocating for these protections.
In May, these organisations submitted a joint proposal to the Select Committee on Adopting Artificial Intelligence, warning of the risks that unregulated AI poses to the creative sector and calling for clear guidelines to mitigate these threats.
Pullen concluded by reiterating that the AWG’s position remains firm:
“The only ethical framework for the use of AI in the screen industry is one that ensures consent, credit and compensation for creatives.”
