The Future in Documentary Filmmaking: The Role of AI and Ethical Guidelines
Will AI bring a New Age or Disasters?
The Impact of AI on Media and Filmmaking
The Writers Guild of America and SAG-AFTRA went on strike last summer over complaints about pay, job opportunities, and the threat of artificial intelligence (AI). Although it has been a year since the dual Hollywood strikes, media professionals and filmmakers find themselves at an unavoidable crossroads.
AI’s application in media and filmmaking creation is now unstoppable.
Currently, social media is flooded with videos generated by AI, and even some documentary film teams have started incorporating “fake archivals” (AI-generated false historical images, voice, videos) into their films. These visuals, which lack both legal and ethical oversight, not only confuse the public but also disrupt the order of the documentary industry.
In May this year, a true crime documentary on Netflix titled What Jennifer Did sparked strong controversy. Futurism website discovered that the production team had seemingly used AI-generated crime file photos that never actually existed.
Video: Netflix Caught in Controversy Over Alleged AI Misuse in "What Jennifer Did"! A video explores the controversy over AI used in true crime documentaries. Created by InfoBurst.
The following issues are becoming increasingly urgent …
How can generative AI technology be used ethically? Where should the boundaries lie when it comes to AI-generated voices, images, or videos? And how does human curb the rampant misinformation that AI creates?
Documentary producers release new ethical AI guidelines
At this September's Camden International Film Festival, Archival Producers Alliance (APA) released groundbreaking ethical AI guidelines for the filmmaking industry.
Archival Producers Alliance (APA) was co-founded by documentary filmmaker Rachel Antell, documentary producerJennifer Petrucelli, and Stephanie Jenkins. With over 400 documentary professionals and researchers already on board, the APA aims to explore best practices and release influencing industry guidelines for the future development of documentary filmmaking.
Video: Archival Storytelling in the Era of Generative AI. A presentation and discussion with Rachel Antell and Stephanie Jenkins, co-founders of the Archival Producers Alliance (APA). Hosted by The D-Word.
Some leading documentary organisations, including the Documentary Producers Alliance (DPA) and the International Documentary Association (IDA), have expressed their endorsement and support for the ethical AI guidelines released by APA.
The founder of APA, Rachel Antell states the release of the ethical AI guidelines is not intended to negate or discourage the use of AI technology in visual storytelling, but rather to reaffirm the long-held journalistic values of the documentary community.
The APA ethical AI guidelines
The APA ethical AI guidelines encourage documentary filmmakers who intend to use AI technology for creating human simulations to consider four principles in their creation: the value of primary sources, transparency, legal considerations, and ethical considerations.
The guidelines emphasise that documentary filmmakers should not use AI to replace or obscure primary historical records. Any alterations to original materials should be clearly marked with visual or textual cues for the audience, ensuring the integrity of the documentary's factual foundation.
Additionally, for AI-generated elements, the APA recommends that production teams transparently disclose these to the audience, with labels or notices within the video.
Video: Should AI-produced content carry a warning label? A street survey interview about whether AI-produced content should carry a warning label. Created by BoschUSA.
Public attitudes towards AI labels
At present, the most of the public believes that a warning label for AI-produced content is necessary. As Jenkins, one of the APA co-founders, points out, the trust between filmmakers and audiences is fragile. If filmmakers fail to adequately inform audiences about the presence of AI elements, this trust can quickly be undermined, with audiences feeling misled or deceived.
For example, the controversial documentary Roadrunner left a negative impression on many viewers because the production team used AI technology to recreate Anthony Bourdain's voice.
This deepfake technology, though intended to enhance the storytelling narrative, was criticised for crossing ethical boundaries. Audiences were uncomfortable with the use of AI to mimic the voice of a deceased person without explicit consent.
Video: Filmmaker reveals Anthony Bourdain's voice recreated at times using AI in new documentary. A news video about allegations that the production team of the documentary Roadrunner used AI to fake sound. Created by KTNV Channel 13 Las Vegas.
In my view
Documentaries carry the crucial responsibility of portraying facts and history accurately. In the future of documentary filmmaking , while AI can lower production costs and improve efficiency, it should be applied responsibly under institutional oversight.
The possibilities of GenAI are limitless—but its use in documentary filmmaking should be limited. I hope that the APA ethical AI guidelines will be widely recognised and adopted as an industry-standard code of conduct.
What do you think about the future of documentary filmmaking with AI involvement? A New Age or Disasters?
Insights are welcome! Anything about this post or anything else you want to discuss with me is welcome!
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