A UK-based film sales company, The Mise En Scene Company (MSC), is making waves at the European Film Market (EFM) in Berlin by branding its slate of films with a “No AI Used” label and calling for a formal industry-wide standard to disclose whether artificial intelligence was used in movie production. The move aims to give transparency to audiences and buyers about the role (or absence) of AI in filmmaking just as similar debates are emerging in Hollywood and global cinema circles.
MSC’s initiative takes inspiration from independent studio A24’s recent end-credit disclaimers asserting that certain films did not employ generative AI, a practice now being echoed as a potential disclosure norm for the wider industry. By clearly indicating that no AI was used — from writing and visual effects to colour-grading — MSC hopes to build trust and defend creative credit and pricing amid rising concern about AI’s impact on artistic authorship.
The push for a “No AI Used” certification reflects broader tensions in the film world. As AI tools capable of generating visuals, scripts, and even full movie elements gain traction, studios, actors, and creators are debating how to balance innovation with creative rights, job protection, and audience expectations. For example, discussions are already underway within film awards communities about whether and how to disclose AI usage in submissions and to define eligibility criteria based on creative origin.
Some industry voices see MSC’s move as a marketing signal that could help certain films stand out for their traditional craftsmanship in a landscape where AI-assisted content is becoming more common. Others suggest it could evolve into the equivalent of labelling standards in other creative sectors, such as food or music, helping buyers and audiences understand the role of AI in the creative process while preserving transparency and choice.
