REPORT: Artificial Intelligence in the Audiovisual sector - The European Audiovisual Observatory

The European Audiovisual Observatory brought out a highly detailed report on Artificial Intelligence in the Audiovisual sector. The report discusses many issues and tracks the technology, effects and ethics involved in the sector.

One section, written by Justina Raizyte, Head of Development and Policy at EASA, covers the category of Virtual humans and has a quote from Dudley Nevill-Spencer on V.I.A s mission to create a code of ethics that all Virtual Human practitioners adhere too.

Dudley Nevill-Spencer, “..agrees that virtual influencers can exacerbate already-existing issues in influencer marketing and advocates for a special watermark for virtual beings. He is working alongside Shah to develop a virtual influencer code of ethics, with a focus not just on transparency, but also on other areas of social responsibility'“ .

© European Audiovisual Observatory (Council of Europe) 2020 Page 128

The system would ensure that all Virtual humans were identified as such and the ownership and therefore motivations of the Virtual human owner are known, this is particularly important for children who need to know they are being sold to or that the content is purely fictional, it also has ramifications for trolling and accountability.

The full report, can be found here;

https://rm.coe.int/iris-special-2-2020en-artificial-intelligence-in-the-audiovisual-secto/1680a11e0b