Have we been avoiding this article? A little. 

We understand there are a few strategies currently at work among studios in their response to AI, from embracing the wave of tech evolution to rejecting it all outright. Is there necessarily a correct answer? Of course not. But there is another strategy: understanding the tech in order to establish ethical and creative boundaries with it.

So without further ado, it’s finally time we define how AI can ethically be used in the creative process. 

Disclaimer
We understand that AI being used “ethically” in a “creative” process may sound like an oxymoron. But stay with us, we’ll explain further. 

“Do we use AI in the ____ part of our process?”

Yes

• Concepting: To support design with quick mockups that will then be adjusted and further developed by an artist. 
• Writing: Grammatical suggestions.
• Voice Over: Occasional use in temporary/rough VO or in final (if requested by client).
• Music: Occasional use for providing suggestions on composition adjustments.
• Design: Initial concepting may contain traces of AI to support the designer in the creation of mockups or samples.
• Animation: Writing After Effects expressions.
• VFX: Clean-up, general rotoscoping.
• Notes: Transcribing meetings and taking general notes.

No

• Producing/Client Communication: Our producers find it not only more ethically sound to refuse artificial assistance, but more efficient in establishing meaningful relationships with our clients and artists. 
• Concepting: All ideas come from human minds. 
• Writing: All written communication should stem from a human experience, whether it’s an email reply or a script. 
• Voice Over: We prefer to feature human performances in our work.
• Music: No music should be solely composed using AI. 
• Design: All final designs are created by humans. We do not scrape from other artists, choosing to innovate, feature flaws, and establish an environment of play instead.
• Animation: All final animation is conducted by humans.
• VFX: Humans design all visual effects and implement them.
• Notes: Speaking directly with the client and team about notes following reviews and meetings.

In sum, we use AI as a tool to increase efficiency, not to replace or replicate human influence.

Responding Responsibly

We recognize the effect AI has had on our creative industry, which is why we are being definitive about where we stand. We’ve seen the fatigue, the fear, and the frustration (all of which are valid reactions) and we’ve even felt some of them too. Feeling as if you are being forced to “innovate” or get left behind isn’t exactly conducive to positive creative evolution, so we are prioritizing our process while being hesitant to fall into trends. 

On a larger stage, we also recognize the political and environmental effects. We don’t take these things lightly and every decision comes after a collaborative discussion with our entire team. This has led us to the following guiding principles:

• All AI use needs to contribute to a human end result, providing a tool that does not overtake, but instead fuels our curiosity and creativity.

• All AI use must outweigh any negative effects or lead to a longterm, net-positive effect. 

We’re not trying to provide simple answers because the questions we’re facing aren’t simple either. And we encourage you to establish similar boundaries. They may look different than ours, but they will at least supply a starting point for deeper conversations between you, your team, and your clients. 

It is our responsibility to define how AI will shape our process, not for it to be defined for us.