A declaration, not a label
The makers record what happened. Audiovisueel AI Statement does not verify or certify, but provides a clear, comparable way to declare AI use. Trust matters.
An open declaration from the film & commercial industryUsed AI?
Used AI?
Make it clear.
Audiovisueel AI Statement shows where and to what extent generative AI was used in a production, from script to film.
Filling it in takes about three minutes. Nothing is uploaded.De Frisse Start
Feature documentary · 2026
10 Not used2 As a tool1 AI material
Why this matters
Transparency matters.
AI has permanently changed the film landscape. It is increasingly difficult to tell whether image, sound or text was partly or fully generated. Audiovisueel AI Statement gives makers a simple way to be clear about it.
Not all use is equal
Two AI shots of five seconds in a ninety minute feature are not the same as a fully AI generated film. This statement makes clear which parts of a production used AI.
Take concerns seriously
Concerns about authorship, labour and provenance are understandable. Concrete transparency is more useful than a generic label.
Two things
Statement & registry
These are two things that sit side by side. One you can already make today, the other we build up together.
The statement
One document per production, and it is yours.
You record what happened in each stage and put your name to it. You get a PDF anyone can read and a file systems can process. Send it with a submission, keep it beside your masters, or hand it to your distributor.
- About three minutes to fill in
- Stays in your own browser
- You decide who you share it with
The registry
One place where anyone can check.
Soon you will be able to look up a production and see what its makers declared. Searching and reading stays free, for audiences and journalists as much as for festivals and broadcasters. Whatever is in there is fully visible to everyone.
- Always free to search
- Statements are kept and stay traceable
- Yours is listed only if you want it to be
Every statement added makes the registry more useful. Filling one in today helps build something the whole sector benefits from.
Freely accessible and free, now and later.
Creating, publishing and reading a statement is free. If the public registry arrives, everything in it is visible to everyone. There will be no paid tier holding more content. Local drafts never become public automatically.
Some material does not belong in public: consent forms signed by performers, licence terms from suppliers. The producer shares those directly, with whoever they choose. Only services to organisations are paid: fast integrations, bulk access and technical implementation.
Made by filmmakers
Transparency belongs to the whole production process.
A film is created through collaboration across many crafts. The report therefore looks beyond image generation: from script and casting to production sound, editing, music and mastering.
One formatFill it in once.
Fill it in once.
Use it everywhere.
Fill it in once and you have the answer ready for every festival form, broadcaster, client, agency or commissioner.
Thirteen stages, five blocks
From first idea to final screening.
For each stage you pick one answer: not used, as a tool, AI material in the final result, or not applicable. Alongside that you can tick that an AI agent took over work. Add the tools used and an explanation where needed.
Pre-production
ScriptCasting
Production
PerformanceCameraAnimation
Post-production
VFXSoundMusicGradeSubtitles
AI material generation
AI material generation
Delivery & campaign
Key artTrailer
Why now
The question no longer comes from audiences alone.
In little more than a year, transparency about AI shifted from a moral question to something legislators, commissioners and unions ask for. Four developments behind this format.
The EU obligation now applies
Article 50 of the EU AI Act has applied since this date. The duty sits with the deployer, meaning the producer and not the tool vendor. Fiction gets a lighter variant: disclose that generated material exists, in a way that does not hamper enjoyment of the work. What that means in practice has been left open.
Broadcasters ask for a fitting approach
EBU, ACT, VAUNET and five other bodies jointly called on the European Commission to refrain from blanket labelling duties. Their concern: if warnings appear everywhere, nobody notices them. They ask for an approach that matches how films are actually made.
Commissioners demand documentation
Netflix requires prior written approval for digital replicas of real people. SAG-AFTRA requires separate, signed consent per project. The US Copyright Office requires AI material to be excluded at registration; concealing it can invalidate the registration.
Music got there first
The DDEX standard was adopted by Spotify and rolled out through distributors. The decisive detail: not a single “contains AI” tick, but separate fields for vocals, instrumentation, composition, mixing and lyrics. That is why platforms could act on it.
What audiences say about it
77% want to know whether AI was involved
Over 5,000 respondents across the US, UK, Europe and Australia. A quarter say they would simply skip content without that information.
70% would rather watch human work
3,517 US respondents, fieldwork October 2023. They would rather watch a show or film written by a human than by generative AI.
Only 31% actually spot the difference
43% believe they can recognise generated imagery; in practice they manage it 31% of the time. Looking harder is not how anyone finds out.
About these figures. The Baringa figures come from proprietary research by a consultancy: the raw data and fieldwork provider are not published, so read them as an indication rather than settled fact. Deloitte Digital Media Trends is a recurring annual study with a publicly described sample. On the economic shift in the sector: McKinsey, 2025.
Why this format works per stage. A single label forces a verdict on an entire production, while AI is rarely everywhere at once. Two AI shots of five seconds in a ninety minute feature are not the same as a fully generated film. Declaring thirteen stages separately keeps the answer usable for whoever reads it, and honest for whoever fills it in.
Frequently asked questions
Openness starts with clear answers.
Why is Audiovisueel AI Statement free?
Transparency only works when the barrier is low. Makers should be able to explain their use of AI without a subscription, account or dependency on a vendor. Creating, publishing and reading therefore stays free, and whatever is public is fully visible to everyone. There will be no richer version for those who pay.
Why should I use it?
It is not mandatory and it is not a certification. An Audiovisueel AI Statement does show that you take responsibility for your process. It gives audiences, collaborators, funders and clients a concrete, nuanced answer instead of a generic statement.
What can I do with a report?
You can include the short declaration in credits or a press kit, send it with festival submissions and use it when broadcasters, funds, distributors or clients ask about AI. The full file can be stored or published alongside the production. Whoever receives it gets the PDF you downloaded: a readable document anyone can open, even without this site.
Why is it a JSON file?
JSON is a small, open text format that can be read by people and computers. That makes the report portable and allows the same information to be reused later in festival forms, databases or a public registry without entering it again.
What does IPTC mean?
IPTC is an international organisation that maintains standards for information attached to news and media files. Where relevant, Audiovisueel AI Statement references its existing terminology for digital media provenance. You do not need to know IPTC to use the form.
Can’t a maker simply lie?
Yes. Audiovisueel AI Statement is a declaration, not technical detection or independent verification. Someone who knowingly makes a false declaration mainly damages their own credibility and may also breach agreements with festivals or clients. The system is based on responsibility, signature and transparency.
When will there be a public registry?
When makers and organisations prove that the format is useful and there is enough demand for searching and comparison. First, the declaration needs to show that it is clear, practical and complete in real productions.
Ready to begin?
Create a declaration ↗Make AI use readable.
Every statement makes it easier for the next maker to be open.