Ethics

Responsible use of Synthetic Media

People first. Always.

As a pioneer in synthetic media, we are aware of the responsibility we have. It is clear to us that artificial intelligence cannot be built with ethics as an afterthought. They need to be front and center, an integral part of the company - reflected in both company policy, in the technology we are building, and in our commitment to security. This is also the reason why we are an active member of the Content Authenticity Initiative, which was started by Adobe in 2019.

All AI video content goes through our content moderation process before being released to our clients. Read more about our content moderation framework and see our content moderation course.

We will never re-enact someone without their explicit consent. This includes politicians or celebrities for satirical purposes. As an example, our NGO campaign with Malaria Must Die and David Beckham won the CogX Outstanding Achievement in Social Good Use Of AI Award in 2019.

We actively work with media organisations, governments and research institutions to develop best practices and educate on video synthesis technologies.

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