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 has no shared way to tell human creative work from AI-generated content. A film made entirely by human artists and crew has no way to say so and be believed. Buyers cannot check what they are acquiring. Audiences cannot make informed choices. And nobody can price a film on how it was made.
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 What the market lacks is a way to make that claim and have it checked. HPF provides it. The classification starts in the paperwork and travels with the film, so a platform can show it at the point of viewing.
The same is true for a film that used AI. Saying so plainly is a stronger position than saying nothing and being asked about it later. More studios are using and partnering on AI, and those decisions are already being defended in public. A classification lets a production say what it did.
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 AI output appears in the finished film.
AI tools were used in an assistive capacity. The AI processed or altered material created by human crew. The AI output in the finished film was built from human work, not originated by the AI.
AI tools were used to assist human creatives, working from material they created. Examples include AI-assisted scheduling, automated subtitling, noise reduction, and AI-driven colour grading. Did the AI originate new content that appears in the finished film, or only process human work? If it originated content, this is Generative AI.
Generative AI was used in this production. The AI originated content that appears in the finished film.
Generative AI was used to originate content that appears in the finished film, rather than processing human-created work. 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.
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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 is intended to transfer to an independent body.