AI & 
Trans-
parency

AI helps us create. Humans make the decisions.

AI is an integral part of ACE's creative toolkit. We use AI to explore, create, and enhance our work. Human creativity, expertise, and responsibility always remain the foundation.

At ACE, we believe it is important to use AI consciously and transparently. Therefore, we draw a clear distinction between AI as a supportive element in the creative process and AI-generated content that looks realistic and could be misleading.
 

Metadata & Watermarks

When generating AI for final assets, ACE uses AI tools that embed machine-readable and detectable metadata (such as C2PA watermarks).
 

When do we NOT use an AI label?

As long as it is abundantly clear to the viewer that the content is fictional and there is no risk of misleading them about its authenticity. This applies to, for example:

• Supportive post-production and hybrid productions;
• Content where it is immediately clear to the average viewer that it involves art direction, CGI, or 3D characters.
   

When DO we use a visible AI label?

When AI content is realistic enough to be mistaken for 'real' and could therefore be misleading, we determine the use of a visible AI label in consultation with the project team and the client.

Depending on the content, the label may be integrated into the asset itself, or included in the credits or subtext. The prerequisite is that the label must immediately stand out to the average viewer upon first viewing.

As a rule, we apply a visible AI label whenever content meets the criteria for a deepfake or realistic representation under the EU AI Act:

• The content contains an AI-generated person, face, voice, existing location, or historical event; AND
• The image or audio is so realistic that a consumer could reasonably mistake it for real (risk of deception); AND
• It does not involve an obviously conceptual or creative style, VFX, or animation.
   

Our Promise

Our guiding principle is simple: we use AI where it adds value, keep human creativity at the core, and are transparent when it matters.

AI is continuously evolving, and our working methods evolve with it. We closely monitor developments in technology, legislation, and the market, and continuously evaluate our approach. We will adjust our guidelines wherever necessary.