Generative AI Policy

At Wash, craft and trust sit at the centre of everything we deliver. Generative AI is now part of the post-production landscape, and used carefully it can speed up the routine so our team can spend more time on the work that matters. We also recognise that AI raises real questions about confidentiality, ownership and consent. This policy sets out how we use these tools, and the commitments we make to the clients, performers and collaborators we work with.

Our approach
We treat generative AI as an assistant, never a replacement for the judgement, taste and accountability of our team. We use it selectively — most readily for internal and administrative tasks, and more cautiously on creative deliverables, always under human review. Every frame, edit and mix that leaves our facility is checked and signed off by a person.

Client confidentiality and data
Protecting your material is non-negotiable. We will never upload client footage, audio, scripts, unreleased content or any confidential project material to public or consumer generative AI tools, where data may be retained or used to train models.

Where AI tools are used on client work, we use enterprise or licensed environments with contractual guarantees that content is not retained or used for training, and that data is handled in line with UK GDPR and the Data Protection Act 2018. All existing NDAs and confidentiality agreements apply to AI tools exactly as they do to any other part of our workflow. If a project's contract restricts AI use, those terms take precedence over this policy.

Intellectual property and copyright
You own your project, and that does not change because a tool was involved in producing part of it. We take care to ensure that anything we deliver is cleared for your use:

We do not use AI tools in ways that would compromise your ownership of, or rights to, the final deliverables.
We are mindful that the copyright status of purely AI-generated material is unsettled in the UK and elsewhere, and we avoid relying on AI output in ways that could leave a deliverable unprotected or expose it to infringement claims.
We do not knowingly use tools trained on infringing material to generate assets that form part of your finished work, and we keep records of how AI-assisted assets were produced.
If any element of a deliverable is created with generative AI in a way that affects its rights or clearance, we will tell you before delivery.

Talent likeness, voice and synthetic performance
Performers' rights deserve particular care. We will not create synthetic voices, faces, performances or digital doubles, or alter a performer's likeness using AI, without explicit, informed and documented consent from the individual or their representatives, and the appropriate licence for the intended use. This applies whether the work involves recreating, extending or substituting a performance.

We do not produce deceptive synthetic media ("deepfakes") of real people, and we will decline work that seeks to mislead audiences about who said or did something, or that could damage an individual's reputation or rights.

Disclosure to clients
We believe in being open about how your project is made. Where generative AI is used in a material way on your deliverables — beyond routine, behind-the-scenes assistance — we will tell you what was used and why, so you can make informed decisions, including any disclosures you may owe to your own audiences, broadcasters or platforms. If you would prefer no generative AI be used on your project at all, simply let us know and we will work accordingly.

Human accountability
A named member of our team is responsible for AI use on every project. We keep our practices under review as the technology, the law and industry standards continue to evolve, and we welcome questions from clients and collaborators at any time.

Questions about this policy? Contact us - bookings@wash.co.uk