Hollywood backs new Human Consent Standard to protect artists and creators from AI

In a move that marks a turning point in the relationship between Hollywood and artificial intelligence, major film studios, actors' unions and streaming platforms announced their support for a new Human Consent Standard designed to protect artists and creators from unauthorized use of their works, identity and characters by AI systems.

The standard, developed by a consortium of technology companies and creative industry organizations, allows users to indicate whether they authorize the use of their content and identity, permit it under specific conditions, or prohibit it entirely. It's an opt-in system where the artist has the final say on how their work is used.

The central question: Can the creative industry maintain control over its production in an era where AI can replicate voices, faces and creative styles with increasing precision? This new framework seeks to answer that question with technology, not just legal contracts.

Cate Blanchett, who co-founded RSL Media with her husband Andrew Upton, is one of the most visible voices behind this initiative. According to reports by specialized media such as Variety, RSL Media was specifically designed to promote human consent against the unauthorized use of creative works, names and likenesses of artists.

The technology sector has responded cautiously. Several AI companies have expressed concerns about the costs of implementing consent verification systems, although they acknowledge that regulatory and social pressure makes some kind of agreement inevitable.

This development comes alongside legislative initiatives in Europe and the United States seeking to regulate the use of AI in creative sectors. The new standard aims to get ahead of these laws, establishing a voluntary framework that could become the de facto norm for the entire industry.