Anti-AI 'The Human Made Mark' Verification Program Launches
Ask any animator their current biggest concern and a lot of them are going to answer Artificial Intelligence. Specifically, Generative AI. The technology is being posited as an industry disruptor that could replace humans in many aspects of animation production. A new initiative has been launched, giving studios and filmmakers the chance to certify and celebrate the fact that their production has human artists behind the camera and in front of it. Prior to launching, the initiative gained early support from Academy Award® winning production designer Tamara Deverell, three-time Academy Award® nominated cinematographer Dan Laustsen, as well as the Academy Award® winning costume designers Ruth E. Carter and Deborah L. Scott.
The Human Made Mark will appear as an ident before certified films, and as a verified trust mark in the end credits. The mark will be accompanied by a unique number, making each one distinct like a fingerprint. It also appears as a watermark in commercials and branded content. The mark is compared to the Fair Trade label in food, pushing people to make ethical decisions by choosing human-made products over Artificial Intelligence. By creating a premium for human-made work, their mission is to protect the jobs of millions of artists worldwide who rely on it for their livelihoods.
Founder and filmmaker William Grave says "More than ever, audiences are desperate for human connection. And as the gap between what is deep and real versus deepfake is narrowing, we are here to give audiences confidence that studios, streamers, indie filmmakers and brands are putting human artists first, instead of algorithms."
To receive verification, directors, producers or production representatives must submit evidence such as call sheets, behind-the-scenes photos, cast lists and screening links and sign a legal declaration. The Human Made Mark is the first initiative of its kind to require such verification. The program currently supports both live-action and stop-motion animated productions, with plans to expand to other animation techniques in future.
Co-founder Eric Gruber says: “We proudly set the bar high for certification. The Human Made Mark is the Michelin Star of human craft. By doing so, we can create a premium for human-made work, while inspiring the next generation of artists coming through. The future isn’t written yet. What we do now as filmmakers, industry stakeholders and as an audience, can change everything”.
Aanchal Kapoor, the Lawyer who set up the contractual framework behind The Human Made Mark's verification platform, says: “This is a pioneering use of law to protect the filmmaking industry in the face of the existential threat posed by AI. In a climate of rising AI encroachment in creative professions, the industry is asking itself: ‘how can the law protect artistic ecosystems?’. As a lawyer and filmmaker myself, I believe the legal architecture of this verification scheme is defining a boundary across creative industries against AI which says, whilst it can be a tool used by a human artist; it cannot be at the cost of replacing a human artist".
The Human Made Mark attracted attention in the run-up to this year's Oscars with their Every Artist Makes Their Mark campaign. They attracted attention from several of this year's nominees, who posted in favour of the campaign.
Oscar winner Tamara Deverell says: “The combination of Art and Storytelling that is at the heart of any cinematic journey, can only be fully realised by the artful emotional combination of the human hand and mind. That's why, the Human Made Mark's mission to help protect the human village on a film set is vital for the future of our industry.”
The Human Made Mark fills a vital gap in the film, TV and Commercials production industry- establishing itself as an independent, third-party organisation for verifying human-made work. While a handful of recent Studio films have carried a disclaimer that "no generative AI was used in the production of this film", these claims have not been independently verified. The studios are essentially "marking their own homework". By working with key industry stakeholders, Human Made Mark offers transparency and safeguards human-made work- both live-action and animated.
William Grave adds “There is no art without humanity. And the collaboration of so many artists working together to create something that moves us, and even changes us, is what makes film unique. Every single artist leaves their fingerprint on the work, because film is never a solo art form. It takes a village. It also takes human ingenuity, and what makes us special as human beings: our ability to collaborate and be greater than the sum of our parts. In a time filled with conflict and pessimism, the world needs artists more than ever.”
