Ethics

Responsible use of Synthetic Media

People first. Always.

As a company pioneering this new kind of media, we are aware of the responsibility we have. It is clear to us that artificial intelligence and similarly powerful technologies 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.

We will never re-enact someone without their explicit consent. This includes politicians or celebrities for satirical purposes. Our celebrity campaign with David Beckham won 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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