Made with AI. Directed by people.
Our AI disclosure policy is simple: every AI film we make is labelled. AI people are never presented as real testimonials. A person approves every frame. Hold us to all three.
Our AI disclosure policy
This policy covers every AI film we make and every loop on this site. It has three absolutes and three working rules. You can hold us to each one, whether you are a viewer or a client.
We label every AI film
Each film carries the line: Made with AI. Directed by people. We add it to captions and descriptions too, because a closing line is easy to miss on a phone. In a fast cut, a shot may be too short to carry its own label, so the line closes the film.
AI people are not testimonials
An AI-generated person is never presented as a real customer, employee or witness. If a film uses an AI presenter or character, it is labelled like everything else. When a film needs a real person's own words, we recommend filming them.
A person approves every frame
Scripts, style frames, takes, voice and the final cut are approved by people. Nothing leaves on a model's judgement.
Depicting public and historic figures
Some AI films dramatise public or historic figures. They are labelled as AI like every other film.
We are open about tools
We tell clients which tools and licensed elements were used in their film.
Culture and faith review
Arabic films are reviewed by native speakers before delivery.
How we label AI video on this site
You will see four small labels here. Each means one thing.
| Label | What it means |
|---|---|
| Made with AI | A film or loop made with generative AI and directed by people |
| AI visualisation | A generated scene that illustrates an idea, or sets a game screen in a generated place. It does not document a built project or a real event |
| Real game | A real game, shown in real footage, in a real photo set in motion, or on a real screen |
| Motion graphics | Animated graphics drawn by designers, with no generated picture |
Inside the showreels, longer shots also carry a small note on the kind of film, such as AI film, AI brand film or AI characters. These notes describe the shot. They are not extra labels with their own promise. Two are different: 3D film and 3D explainer mark shots made as 3D animation.
The AI showreel ends on the full line. The games showreel ends on the same words, beside Real games.
How this compares with the AI video transparency framework
The IAB published its AI transparency and disclosure framework for advertising in January 2026 (IAB) and a second version in August 2026. It takes a risk-based view: disclose when AI could mislead people about authenticity, identity or representation.
We label more films than it asks for, because we label every AI film, whether or not a viewer could be misled. One rule is easier to keep than a judgement call on each shot, and easier for you to check.
On placement we do less than it asks for. For realistic AI video, the August version puts a label on the first frame and keeps it visible. Our showreels carry a label on longer shots and close on the full line.
If you want to do the same for your own brand, read our guide to labelling AI in ads. If you think we have missed the line anywhere, tell us.
Plan the budget.
Then talk to us.