Our AI Approach
When it comes to AI, we believe that photographers are best placed to create the next evolution of image creation. In a medium where style, imagination, visual storytelling and production are just as relevant as ever, they can bring all of their existing skills and experience to the table and in this they will need the same level of collaboration with our creative agency colleagues as we do with traditional shoots.
We’ve produced over 10,000 photo-shoots and we bring this vast experience to guide you through the AI landscape, offering transparency in the creative process, a collaborative workflow, reassurance regarding copyright, and an ethical mindset.
We’re committed to working responsibly with AI and establishing best working practice. Below is a summary of our approach, there’s also our long read on the subject here.
Ethical AI
This is at the cornerstone of how we work with AI: transparency, respect for intellectual property, sustainability and privacy. We believe AI creators can be artists and their work can be art, whilst simultaneously respecting all other artists. We strongly endorse the industry initiatives through Make It Fair.
The Human Hand
Work we produce will always be significantly human authored. A recent US Copyright Office ruling and UK copyright law, suggest that evidence of a significant “human hand” within authored work, should allow existing principles of copyright law to apply to AI creation.
Transparency & Accountability
We are committed to transparency in AI image generation. Our artists are able to provide a full prompt history. When we show AI-generated images we label them as such. In fact, we think we’re trailblazers in this respect and have created our own AI-identifying marks denoting 100% AI and those that mix AI and photography.
Respect For Intellectual Property
As longstanding advocates for photography rights, we will never generate images that seek to plagiarise the work of others.
Privacy and Data Collection
Our AI models will not use or generate images based on private, sensitive, or personally identifiable information without explicit consent. Compliance with data protection laws and best practices will always be paramount.
Accuracy and Representation
We strive for accuracy and fairness in what we depict and are committed to preventing the creation of misleading, false, or harmful representations.
Non-Discrimination and Inclusivity
We will work to avoid the possibility that AI is used to be discriminatory in any way and strive to improve inclusivity.
Environmental Sustainability
The use of AI to generate images typically has a much smaller environmental impact than traditional production. However, we acknowledge that it is still an energy-dependent process and we strive to make our AI workflows increasingly sustainable.
A Legal Framework
Our approach will evolve and respect the rapidly changing legal landscape.
Always Improving
AI is in its infancy and we will closely track evolving expert viewpoints to adopt best practice in all that we do.
