AI POLICY

This page describes the Artificial Intelligence (AI) policy at Aperture Sports Media (ASM).

ASM places the use of AI into two main categories: clean AI and dirty AI.

Clean AI

Clean AI is used for a task that is purely computational in nature. For example, using the Magic Mask tool in DaVinci Resolve to place text behind an object, or using a tool to reduce background noise behind a person who is speaking. This type of AI does not create new work from existing work.

Dirty AI

Dirty AI is used to create new work from someone else’s work. Lots of AI companies have developed their Foundation Model or Large Language Model (LLM) by scraping other people’s work without the original author’s permission. Some software companies even impose a clause in their Terms and Conditions that say usage of the software to create work will result in that work being incorporated into that company’s model. To put it in the most polite way we can, all of that is disgusting.

Our Approach

ASM has a policy of only using clean AI, if necessary, to help with creating work. This is AI which helps us work faster and more efficiently while delivering great results for our clients.

We will never use dirty AI to create work for clients or ourselves. We believe doing so is unethical and harms artists who have put so much effort into creating their original work. This is a big, fat red line for us.

Hiring vs Generating

Many businesses have turned to AI to generate content instead of hiring someone to create that content. If ASM needs work that it cannot produce itself, we will always collaborate with an actual person to produce that work. For example, we would hire a voiceover artist instead of using AI to generate a voiceover.

If, as a business, you believe there is nothing wrong with using AI to generate content that a living, breathing person could have made, then please don’t hire us. However, if you believe that artists should be hired (and paid) to create the work they’re good at, then let’s talk!