The Mill's Alex Buxton on Ethics and AI for VFX Companies

In financial markets the 1630’s tulip mania is often used as cautionary tale of irrational market behaviour and speculative investing. However, it also highlights the potential for disastrous ramifications for people’s livelihoods when we are swept up in the enthusiasm for an unregulated novelty. Today we stand at the precipice of a new tool that also has the capacity to drastically affect us all. One that is seemingly boundless in its potential. It can process vast amounts of data, recognise patterns, and make informed decisions. I am speaking, of course, about Artificial Intelligence. For many, it’s complexity only adds to their enthusiasm. However, we must be cognisant to the early signs of larger issues, from assumed biases to the theft of independent artists.   

At The Mill, we have always pioneered technology to power the boldest and most beautiful creative work. Even now we have specialists that are using AI in its various forms for projects. As such, we are aware that it is critical that our enthusiastic hand is steadied by the critical framework of ethics. Of course, this isn’t an issue that can be resolved overnight, but below are some key areas that we continue to consider as we work closely in this space:

Human-Centric Collaboration

While AI brings efficiency and automation to the VFX workflow, it is crucial to preserve the invaluable role of human creativity and expertise. VFX companies should prioritise human-centric collaboration, where AI serves as a tool to enhance artistic expression rather than replacing human involvement entirely. Cultivating a work environment that values human skills encourages interdisciplinary collaboration, and promoting ongoing training and upskilling can lead to ethical AI integration while nurturing a vibrant creative culture.

Bias-Free Visual Narratives

One of the most critical ethical considerations in AI-enabled VFX lies in avoiding biased representation. AI algorithms can be inadvertently trained on biased datasets, leading to the perpetuation of stereotypes and underrepresentation. VFX companies must actively address this issue by ensuring diverse and inclusive training data, fostering an environment that celebrates cultural diversity, and critically examining the output of AI systems to avoid unintended biases in visual narratives.

Transparency

AI algorithms can be complex and opaque, making it challenging to interpret the decision-making process. VFX companies should prioritize transparency and clarity in AI systems, allowing users to understand how AI contributes to the creative process. Employing interpretable AI models, documenting the AI pipeline, and facilitating clear communication with clients can build trust and foster accountability in the use of AI technology.

Protecting Intellectual Property

AI advancements have unlocked powerful tools for content creation, including the generation of realistic 3D models and animation. However, this also raises concerns about the protection of intellectual property. VFX companies must establish robust frameworks to prevent unauthorized use or replication of proprietary assets created using AI. Implementing a model that reimburses artists for contributing to AI training models, as well as incorporating watermarks and access controls, can safeguard the valuable work produced by artists and prevent potential misuse of AI-generated content. 

User Privacy and Data Security

AI in VFX relies heavily on data, including personal information of actors and users. Companies must prioritize user privacy and data security, ensuring compliance with applicable laws and regulations, such as GDPR and CCPA. Implementing strict data anonymization protocols, obtaining informed consent, and adopting secure data storage practices are crucial to protect the privacy of individuals involved in the VFX process.

To conclude, as we are all racing to understand the potential of AI, it is imperative to consider the ethical and societal implications and ensure responsible deployment of this technology. By actively addressing biases, protecting intellectual property, safeguarding user privacy, prioritising transparency, and fostering human-centric collaboration, we can create incredible creative stories. Embracing ethics in AI not only contributes to a more inclusive and responsible creative ecosystem but also enhances the overall quality and impact of VFX storytelling. As Alan Watts once observed: “The only way to deal with the future is to function efficiently in the now.”

Click here to see Alex and The Mill's tech and innovation creative director, Jeffrey Dates, discuss the latest in AI and how it's redefining brand experiences.