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Responsible Artificial Intelligence Policy

 

Final Pixel

Where appropriate, Final Pixel incorporates artificial intelligence into our creative and technical work. This policy sets out our commitment to transparency, creative integrity, and responsible practice.

 

1. Purpose and Scope

This policy explains how Final Pixel uses AI across our films, marketing materials, website, and public-facing content. It is a public commitment to audiences, clients, collaborators, and partners about our standards and values.

 

The policy ensures that:

  • AI serves creativity, not replaces it

  • We are transparent about AI's role in our work

  • We protect the rights, consent, and likenesses of talent and individuals

  • Our work maintains integrity and accuracy

 

2. Core Principles

 

2.1 Human-Led Creativity

AI is a tool for assistance, not replacement. We use it for administrative and technical tasks such as scheduling, data formatting, research summaries, and routine editing work. AI does not direct our films, write our scripts, perform as talent, compose original music, or make creative decisions about visual storytelling.

Where AI assists in creative work; for example, in colour grading, motion graphics, or post-production clean-up, a human artist retains full creative control, artistic direction, and responsibility for the final output. The human artist's judgement defines the work.

 

2.2 Transparency with Our Audience

We are honest about AI's role in our work. If asked about how a film, marketing asset, promotional image, or press material was created, we will disclose any substantial AI involvement clearly and specifically. 'Substantially assisted' means AI played a meaningful creative or technical role in production or post-production, not merely a minor formatting task. When disclosing AI use, we are specific about which stages involved AI, which tools were used, and what the outcome was. 

This transparency also applies to how we represent ourselves publicly. We do not use deceptive AI-generated content designed to mislead audiences about who we are, what we have made, or our corporate history.


 

2.3 Consent and Protection of Likeness

 

Final Pixel does not create, use, or distribute synthetic likenesses, deepfakes, voice clones, or AI-generated performances of real individuals without their explicit, informed, written consent.

 

This includes:

  • Our talent (actors, performers, presenters)

  • Our crew and team members

  • Any real person whose likeness, voice, or performance we capture or represent

  • Public figures or other individuals whose likeness we might recreate

 

"Explicit consent" means the individual understands exactly what likeness or performance is being created, how it will be used, where it will appear, and for how long. Generic consent is not sufficient.

 

This protection applies even if creating a likeness might be technically legal; consent is our standard.

 

3. Copyright and Data Protection

 

3.1 Copyright Compliance

Final Pixel does not use generative AI models or tools trained on scraped, unlicensed, or stolen copyrighted material to create final production assets, on-screen content, or audio for our films.

Where we use AI-assisted tools (such as colour grading software, motion graphics platforms, or post-production effects), we ensure that:

  • The underlying AI model was trained legally and ethically

  • Any output incorporates substantial human artistic modification or direction

  • We own or have rights to any reference material used

  • The final asset is genuinely our creative work

 

3.2 Data Protection

We protect confidential information and personal data. Unreleased scripts, unannounced projects, sensitive client information, and personal details of talent or collaborators are not uploaded to public or unverified AI platforms.

We use secure, enterprise-grade platforms for work containing confidential information. Data is not used to train AI models.

 

4. Website and Public Engagement

 

4.1 Chatbots and Automated Systems

Any AI-driven chatbot, customer support tool, or automated system on our website will be clearly labeled as automated or AI-assisted before interaction. We will not disguise AI systems as human support staff.

 

4.2 Content Integrity

Our website imagery, team information, project descriptions, and corporate information are accurate and not designed to deceive.

We do not:

  • Use AI-generated images of fictional team members

  • Create fake testimonials or reviews

  • Generate fabricated project stills or footage to misrepresent our work

  • Misrepresent our company history, capabilities, or track record

 

Where we use AI-generated imagery for creative exploration or design purposes (for example, mood boards or concept work), we clearly distinguish this from final deliverables.

 

5. How We Disclose AI Use

When AI has been used meaningfully in a project, we disclose this:

Disclosure is clear and specific about which production stages involved AI and what the outcome was.

 

6. Client Projects and Requests

If a client explicitly requests that AI is not used in the production of their project, we will respect that request. Such requests are confirmed in writing and documented in the project agreement.

Clients will be informed at the project outset about AI use and have the opportunity to request restrictions. If no restriction is requested, Final Pixel retains the right to use AI tools in production workflows where these improve quality or efficiency, subject to the principles in this policy.

 

7. Your Questions

If you have questions about how AI has been used in a Final Pixel project, or concerns about AI use, please contact us at info@finalpixel.com.

 

8. Policy Review

This policy is reviewed and updated every 12 months to reflect evolving legal frameworks, industry standards, and technological change.

 

Definitions

 

AI System: Any software or algorithm that uses machine learning, generative models, or automated decision-making to assist in creating, editing, analysing, or organising content.

Substantially Assisted: AI played a meaningful creative, editorial, or technical role in producing the final output—not merely a minor formatting task.

Synthetic Likeness: AI-generated images, video, audio, or performance that represents a real person's appearance, voice, or mannerisms.

Deepfake: AI-manipulated audio or video that creates a false but realistic representation of a real person.

Informed Consent: Explicit, voluntary, written agreement from an individual who understands exactly what likeness or performance is being created, how it will be used, where it will appear, and for how long.

For more information or guidance, please contact info@finalpixel.com

This policy is effective as of 07/10/26

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