A free, open standard for AI disclosure in film and television. Built on a single principle, carried through the paperwork that already exists.
Entertainment and media layoffs rose 18% in 2025, with over 17,000 jobs cut across television, film, broadcast, news, and streaming.1 McKinsey estimates that $10 billion of US content spend will be addressable by some form of AI by 2030, with up to $60 billion in revenues potentially redistributed as AI reaches mass adoption.2 AI use in production is growing across the industry, at every budget level and format.
AI use itself is not the issue. The market simply has no shared way to distinguish human creative work from AI-generated content. Without that mechanism, a film made entirely by human artists and crew cannot credibly assert the premium that provenance should command. Buyers cannot verify what they are acquiring. Audiences cannot make informed choices. And the market loses its ability to price human-made work differently from AI-generated content.
Only one in four people would be happy to consume content without knowing whether AI played a part.Baringa, Transparency earns trust, and right now there isn't enough of either, 2025
77% of consumers want to know if content was made by AI in whole or in part.3 70% would rather watch a show or film made by a human than one made by AI.4 The demand for disclosed, human-made content clearly exists. What the market lacks is a standard that makes the claim legible and verifiable across the whole supply chain, from production to audience. HPF provides it.
A production gets one classification based on its highest category of AI involvement. The taxonomy is free to use under CC BY 4.0 and covers the full supply chain: anyone who makes, sells, acquires, programmes, or presents film and television.
Read the full taxonomyNo artificial intelligence tools were used in any aspect of this production. All creative and production elements were generated exclusively by human crew.
The producer attests that no AI tools were used in pre-production, production, or post-production, including generative AI for scripts, casting, VFX, music, sound design, voiceover, and colour grading. Standard production software with AI-adjacent features used strictly in a non-generative capacity falls within this category if no creative work was substituted or made redundant.
AI tools were used in an assistive capacity. AI enhanced or optimised elements created by human crew. No human production or creative role was made redundant.
AI tools were used to assist human creatives without substituting their roles. Examples include AI-assisted scheduling, automated subtitling, noise reduction, and AI-driven colour grading. The defining test: was any creative or production role made redundant by AI? If yes, this is Generative AI.
Generative AI was used in this production. AI synthesised or generated content that would otherwise have required human creative or production work.
Generative AI was used to create, synthesise, or substitute content that would otherwise have been created by human cast or crew. This includes AI-generated scripts, synthetic performances, AI-generated music or scores, AI-generated VFX, and AI-generated voices replacing human vocal performance.
Open to any organisation in the film and television industry: producers, sales agencies, distributors, studios, platforms, broadcasters, festivals, trade bodies.
HPF is open for consultation until 31 October 2026. Tell us where the taxonomy works and where it does not.
Respond to the consultationWe will let you know when v1.0 of the standard is published.
Your details are used only to manage your record. We will not use them for marketing. You can request access, correction, or deletion at any time. Privacy notice
Human Provenance in Film is an open standard for AI disclosure in film and television, originated by The Mise En Scène Company, an international film sales agency with offices in London, New York, and Toronto. HPF is a disclosure standard rather than a production tool. The classification travels with the film through the deal documentation that governs how films are financed, sold, and distributed.
The taxonomy is built for the whole supply chain, is free to use under CC BY 4.0, and governance will transfer to an independent industry body.