{"id":291532,"date":"2026-02-14T20:29:08","date_gmt":"2026-02-14T20:29:08","guid":{"rendered":"https:\/\/www.newsbeep.com\/il\/291532\/"},"modified":"2026-02-14T20:29:08","modified_gmt":"2026-02-14T20:29:08","slug":"uk-sales-firm-labels-films-no-ai-used-calls-for-industry-standard","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/il\/291532\/","title":{"rendered":"UK Sales Firm Labels Films \u2018No AI Used\u2019, Calls For Industry Standard"},"content":{"rendered":"

\n\tUK sales firm The Mise En Scene Company (MSC) is branding its EFM<\/a> marketing with a \u201cNo AI\u00a0Used\u201d label and has called for a \u201cglobal industry standard\u201d to be implemented so audiences know whether films have used the tech.<\/p>\n

\n\tMSC says it was inspired by A24\u2019s disclaimer at the end of horror movie Heretic, stating that no generative AI was used in the making of the film.<\/p>\n

\n\tMSC\u2019s recent titles include Al Pacino and Charlie Heaton movie Billy Knight and Forge with Kelly Marie Tran and Andie Ju.<\/p>\n

\n\tAccording to company CEO Paul Yates, the goal is not to oppose technology, but to \u201cprotect human authorship as a cultural and economic category at a moment when AI-generated content is flooding creative industries\u201d.<\/p>\n

\n\t\u201cWe\u2019re entering a tectonic shift,\u201d explained Yates. \u201cHuman artistry is about to become more valuable and more vulnerable than ever. If we don\u2019t define it, label it, and protect it, it will simply disappear into the noise.\u201d<\/p>\n

\n\tThe firm wants film companies, festivals, and governments to work toward a centralised, internationally recognised certification system for human-made cultural works, \u201csimilar to organic food or fair-trade labelling\u201d, so audiences better understand the nature of what they\u2019re watching. <\/p>\n

\n\t\u201cThe dominant AI narrative is about speed and cost, half the time, half the price,\u201d Yates said. \u201cThat logic turns art into churn. Film has to define itself as the opposite of that, or it loses its soul and its economic power.\u201d<\/p>\n

\n\tMSC says it isn\u2019t anti-AI and could acquire films that have used generative AI but wants better signposting. \u201cWe support AI as a tool,\u201d Yates continued. \u201cBut we believe it\u2019s essential to clearly distinguish AI-generated material from human expression. Without clear labelling and standards, we risk being overwhelmed by a flood of synthetic culture. A24 was right to add it into the credits but we believe we need to take this idea further.\u201d<\/p>\n

\n\tThe company says it has begun discussions with other international partners about expanding the label beyond film into publishing, music, and visual art.<\/p>\n

\n\tThis week, the Motion Picture Association in the U.S. called on the Chinese owner of TikTok,\u00a0ByteDance<\/a>, to cease the use of copyrighted works in new AI model \u00a0Seedance 2.0<\/a>, which has drawn attention for a Brad Pitt vs. Tom Cruise deepfake.<\/p>\n

\n\tDeadline\u2019s sister publication Variety has this week reported on a new casting call for Doug Liman\u2019s upcoming Bitcoin biopic which states that AI may be used to \u201cadjust\u201d performances and that the use of AI tech will see actors performing on a \u201cmarkerless performative capture stage\u201d, negating the need to use any real locations.<\/p>\n","protected":false},"excerpt":{"rendered":"UK sales firm The Mise En Scene Company (MSC) is branding its EFM marketing with a \u201cNo AI\u00a0Used\u201d…\n","protected":false},"author":2,"featured_media":288417,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20],"tags":[345,343,344,13299,139226,85,46,147092,125],"class_list":{"0":"post-291532","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-artificial-intelligence","8":"tag-ai","9":"tag-artificial-intelligence","10":"tag-artificialintelligence","11":"tag-berlin","12":"tag-efm","13":"tag-il","14":"tag-israel","15":"tag-seedance-2-0","16":"tag-technology"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/291532","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/comments?post=291532"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/291532\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media\/288417"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media?parent=291532"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/categories?post=291532"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/tags?post=291532"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}