BearJam uses AI responsibly and in line with the EU AI Act

So you might have heard the EU AI Act is changing! So what does this mean for us, and most importantly, what does this mean for you?

For companies, agencies and brands, from 2nd August the EU AI Act is coming in, and transparency comes into force officially then.

To cut it short... The rules are changing in how you show you are using AI.

The five biggest changes for AI video production:

1. AI-generated videos must be clearly labelled

This is probably the biggest change 

When you create:

• AI-generated videos
• AI avatars
• AI voice clones
• Deepfakes
• AI-generated presenters
• AI-enhanced footage that could mislead viewers

So, it will make it clearer that the content was created or manipulated using AI.

The aim is to prevent people from being deceived.

2. AI content must become machine-detectable

The Act doesn't just require a visible disclaimer.

Machine-readable markers (often described as watermarking or provenance metadata) will be on AI content.

For production companies:

• Tools used for AI will be building these features into exports.
• AI metadata will be used unless there's a legitimate reason not to.

3. Copyright and training data transparency become much more important

Large AI model providers must:

• comply with EU copyright law
• respect rights holders' opt-outs
• publish summaries about the data used to train their models.

For us this means:

• choose reputable AI platforms (which we already do)
• understand where generated assets come from
• being prepared for clients (you) to ask which AI models you used.

4. Businesses need stronger AI governance

Being prepared for more questions from you asking us what tools we are using (but don't worry we have been doing this for a while, so we are used to it)

• Which AI tools were used?
• What human review took place?
  

5. Transparency becomes a selling point

The AI Act is encouraging agencies to be more open about how AI is used rather than hiding it.

How we position the use of AI at BearJam is that it is helping us to:

• speeding up production
• reducing costs
• improving creativity
• while keeping humans in creative control.
  
  "This film combines AI-powered pre-visualisation, generative imagery and traditional filmmaking, with all creative decisions directed by our production team."

This kind of messaging will be built into our projects so its clear when and if AI is being used.

So there you have it… awareness and transparency have always been at the heart of what we do, but now there is an official piece of legislation reinforcing the importance of responsible AI use.