syntheticmedia.partnershiponai.orgPAI’s Responsible Practices for Synthetic Media

Partnership on AI OUR WORK How We Work Programs Inclusive Research & Design AI & Media Integrity AI, Labor, and the Economy FTA & ABOUT ML Safety-Critical AI Workstreams Public Policy Impact Stories RESOURCES Blog Resource Library EVENTS Mission, Vision, & Values Pillars Tenents Team Funding Press Careers PARTNERS Donate Synthetic Media A Framework for Collective Action Partnership on AI’s (PAI) Responsible Practices for Synthetic Media is a framework on how to responsibly develop, create, and share synthetic media: the audiovisual content often generated or modified by AI. Framework Supporters: The Need for Guidance The Need for Guidance Over the past few years, we’ve seen AI-generated content move from experimental research in computer science labs to one of the engines of digital content creation. Audio Visual Multimodal Synthetic media provides significant responsible, creative opportunities across society. However, it can also cause harm. As the technology becomes increasingly accessible and sophisticated, the potential harmful, as well as responsible and beneficial impacts, can increase. As this field matures, synthetic media creators, distributors, publishers, and tool developers need to agree on and follow best practices. With the Framework, AI experts and industry leaders at the intersection of information, media, and technology are coming together to take action for the public good. This diverse coalition has worked together for over a year to create a shared set of values, tactics, and practices to help creators and distributors use this powerful technology responsibly as it evolves. Three Categories of Stakeholders offers recommendations for three categories of stakeholders contributing to the societal impact of synthetic media: Builders of Technology and Infrastructure Creators Distributors and Publishers Three Key Techniques Based around the core concepts of consent, disclosure, and transparency, the Framework outlines key techniques for developing, creating, and sharing synthetic media responsibly. Along with stakeholder-specific recommendations, the Framework asks organizations to: Collaborate to help counter the harmful use of synthetic media Further identify responsible and harmful uses of synthetic media Pursue specific mitigation strategies when synthetic media is used to cause harm A Living Document is a living document. While it is grounded in existing norms and practices, it will evolve to reflect new technology developments, use cases, and stakeholders. Responsible synthetic media, infrastructure development, creation, and distribution are emerging areas with fast-moving changes, requiring flexibility and calibration over time. PAI plans to conduct a yearly review of the Framework and also to enable a review trigger at any time as called for by the AI and Media Integrity Steering Committee . Read the Framework Read the Framework Introduction The Partnership on AI’s (PAI) Responsible Practices for Synthetic Media is a set of recommendations to support the responsible development and deployment of synthetic media. These practices are the result of feedback from more than 100 global stakeholders. It builds on PAI’s work over the past four years with representatives from industry, civil society, media/journalism, and academia. With this Framework, we seek to: Advance understanding on how to realize synthetic media’s benefits responsibly, building consensus and community around best practices for key stakeholders from industry, media/journalism, academia, and civil society Both offer guidance for emerging players and larger players in the field of synthetic media Align on norms/practices to reduce redundancy and help advance responsible practice broadly across industry and society, avoiding a race to the bottom Ensure that there is a document and associated community that are both useful and can adapt to developments in a nascent and rapidly changing space Serve as a complement to other standards and policy efforts around synthetic media, including internationally Governance and Involvement The intended stakeholder audiences are those building synthetic media technology and tools, or those creating, sharing, and publishing synthetic media. Several of these stakeholders will launch , formally joining this effort. These organizations will: Participate in the PAI community of practice Contribute a yearly case example or analysis that explores the Framework in technology or product practice PAI will not be auditing or certifying organizations. This Framework includes suggested practices developed as guidance. is a living document. While it is grounded in existing norms and practices, it will evolve to reflect new technology developments, use cases, and stakeholders. Responsible synthetic media, infrastructure development, creation, and distribution are emerging areas with fast-moving changes, requiring flexibility and calibration over time. PAI plans to conduct a yearly review of the Framework and also to enable a review trigger at any time as called for by the AI and Media Integrity Steering Committee. The Framework’s Focus Synthetic media presents significant opportunities for responsible use, including for creative purposes. However, it can also cause harm. As synthetic media technology becomes more accessible and sophisticated, its potential impact also increases. This applies to both positive and negative possibilities — examples of which we only begin to explore in this Framework. The Framework focuses on how to best address the risks synthetic media can pose while ensuring its benefits are able to be realized in a responsible way. Further, while the ethical implications of synthetic media are vast, implicating elements like copyright, the future of work, and even the meaning of art, the goal of this document is to target an initial set of stakeholder groups identified by the PAI AI and Media Integrity community that can play a meaningful role in: (a) reducing the potential harms associated with abuses of synthetic media and promoting responsible uses, (b) increasing transparency, and (c) enabling audiences to better identify and respond to synthetic media. For more information on the creation, goals, and continued development of , see the FAQ. DOWNLOAD THE FRAMEWORK Download Spanish or French Versions Those building technology and infrastructure for synthetic media, creating synthetic media, and distributing or publishing synthetic media will seek to advance ethical and responsible behavior. Here, synthetic media, also referred to as generative media, is defined as visual, auditory, or multimodal content that has been generated or modified (commonly via artificial intelligence). Such outputs are often highly realistic, would not be identifiable as synthetic to the average person, and may simulate artifacts, persons, or events. See Appendix A for more information on the Framework’s scope. PAI offers recommendations for different categories of stakeholders with regard to their roles in developing, creating, and distributing synthetic media. These categories are not mutually exclusive . A given stakeholder could fit within several categories, as in the case of social media platforms. These categories include: Those building technology and infrastructure for synthetic media Those creating synthetic media Those distributing and publishing synthetic media Section 1: Practices for Enabling Ethical and Responsible Use of Synthetic Media Collaborate to advance research, technical solutions, media literacy initiatives, and policy proposals to help counter the harmful uses of synthetic media. We note that synthetic media can be deployed responsibly or can be harnessed to cause harm. Responsible categories of use may include, but are not limited to: Entertainment Art Satire Education Research Conduct research and share best practices to further develop categories of responsible and harmful uses of synthetic media. These uses often...