Protecting Creativity in the Age of AI: NZ Film’s Guiding Principles

As someone working within the screen industry, I see every day how much our craft relies on people — their creativity, their voices, their lived experiences. That’s why the rapid rise of Artificial Intelligence (AI) is both exciting and concerning. AI has enormous potential to streamline processes, but it also raises serious questions: how do we use these tools without losing the human heart of storytelling?

The New Zealand Film Commission (NZFC) has responded by developing a set of AI Guiding Principles. These principles are designed to protect practitioners, respect culture, and ensure that innovation strengthens — rather than undermines — our creative ecosystem.

Talent, Culture & the Individual

At the heart of the principles is the recognition that film is built on people — their creativity, their identities, their stories. The NZFC emphasises that AI must not compromise the rights of screen practitioners. That means safeguarding likeness, voice, personal data, and intellectual property from being misused in AI training or outputs.

Te Ao Māori

The NZFC’s approach acknowledges Te Tiriti o Waitangi and the importance of mātauranga Māori. AI must respect Indigenous Cultural and Intellectual Property (ICIP) and follow tikanga and kawa. This principle ensures that Māori voices and knowledge systems are treated with integrity and not exploited by technology.

Transparency

Audiences, artists, and industry partners all deserve to know when and how AI has been used. The principles call for clear disclosure about what role AI played in a project. This transparency builds trust and gives practitioners agency in deciding how their work is represented.

Fairness

Fair treatment and fair pay are central. If AI involves a person’s likeness, voice, or creative contribution, that individual must be consulted and compensated appropriately. The NZFC stresses that AI should never erode the value of human labour in storytelling.

Responsibility & Accountability

AI use should never be a grey area. The NZFC makes it clear: those who deploy AI must take responsibility for its impact. That means robust governance, risk assessment, and compliance with New Zealand law, as well as international standards.

Why This Matters

AI has the potential to be a powerful tool for productivity and efficiency — from simplifying admin tasks to supporting creative workflows. But it must be used ethically, transparently, and with respect for people and culture. These principles are not just guidelines; they are safeguards for the future of our industry.

As storytellers, we should welcome innovation while demanding that human voices remain at the centre. After all, it is our creativity, our culture, and our communities that make New Zealand’s screen industry truly distinctive.

I’d love to hear your thoughts on how AI is shaping the industry.

Do you see it as a tool, a threat, or maybe both? Let’s keep this conversation going.