AIRS
AIRS is a labelling and rated signifier that focuses on the transparency level of AI involvement in a film’s production.
AIRS uses a simple A0–A4 transparency label designed to help consumer and filmmakers understand the level of AI involvement that can be factored in a film’s production. Our hope is that AIRS makes AI involvement clear, concise and cohesive, supporting more informed viewing choices without judging a film’s quality or artistic value. See below how the scale works, why it’s opt-in, and how we’re testing and refining it in a wider context.
A0–A4 scale
A0 — No meaningful AI involvement
Definition
All six touchpoints are scored 0, or any AI-related tools used do not constitute meaningful or significant involvement and no AI outputs appear in the final film or official marketing materials.
Must meet
No AI-generated/synthesised visuals, audio, or text are used in the final film.
No AI-generated/synthesised assets are used in official marketing (posters/trailer/social assets).
Typical examples
Traditional production/post workflows with no generative outputs used.
Administrative/utility use that does not enter the film or official marketing.
A1 — Minor AI assistance
Definition
AI is used primarily for minor assistance/utility and does not result in significant AI-generated outputs or reformulation of core content.
Must meet
Most touchpoints meet either requirement level 0 or 1. There should be no 2/3/4 scores.
Typical examples
Transcription or translation, streamlines workflow assistance, minor automation that does not create core film content.
The audience experience remains fundamentally human-made and not driven by AI outputs
A2 — AI outputs used in selected elements
Definition
AI-generated/enhanced outputs are used in the film or official marketing, but only in selected elements and do not dominate major narrative/performance elements.
Must meet
At least one touchpoint scored 2, and no touchpoint is 3/4
Typical examples
Visuals: AI used for peripheral/background elements or stylisation, limited inserts that are not key narrative moments.
Marketing: Basic AI-generated assets used in posters/trailers (i.e. images or subsequent editing of images). Film itself is predominantly human-led
A3 — High AI involvement affecting major elements
Definition
AI involvement affects major elements (key scenes, some core visuals, main voice/likeness/performance, or other narrative-relevant content) in a way that materially shapes the viewer experience.
Must meet
At least one touchpoint scored 3, supported by evidence that it is core/major.
Typical examples
AI voice used for key dialogue or prominent narration.
AI face/performance replacement for a main or prominent character segment.
Key narrative shots/scenes rely heavily on AI-generated content.
A4 — Major AI involvement across production
Definition
AI outputs are predominant in the core content experience core visuals/voice/performance and other major components are largely AI-generated/synthesised
Human integration is minimal e.g. mainly curating and directing.
Must meet
At least one touchpoint scored 4, or the case is upgraded from A3 via reassessment
Typical examples
The majority of core visuals are AI-generated or AI-led.
Main voice/performance/likeness is substantially AI-synthesised
The film’s core experience is clearly driven by AI outputs rather than conventional production outputs.
Before assigning a A0–A4 rating, a touchpoint checklist must be completed, scored and reviewed from 0–4. TouchpointsScript / storyVisuals (shots/backgrounds/VFX/animation)Performance / likenessAudioEditing / post decision-makingMarketing assets
Score meanings (0–4)0 = none1 = minor assistance2 = AI output used, non-core3 = AI output used, core4 = AI-led/dominant
About
A I R S
A I R S (AI Involvement Rating System) is a voluntary transparency label designed to help audiences understand how much AI was involved in the production of a film. It uses a simple scale from A0 to A4, shown alongside a film listing or as a short ident before screening.
A I R S is intended as a shared language between filmmakers and audiences. It does not judge artistic value, production quality, or whether AI use is “good” or “bad”. Instead, it offers a clear and consistent way to communicate AI involvement at a glance:supporting informed viewing and more constructive discussion.
How A I R S works?
AIRS labelling is opt-in. Filmmakers choose whether to participate and can withdraw at any time. When a film opts in, we assign an AIRS level using a consistent review process based on:
creator disclosure , and
supporting materials where available
Where information is incomplete, the label may be treated as provisional rather than making assumptions.
A I R S Piloting
As AI tools become more common in screen production, audiences increasingly want clarity about what they are watching, while filmmakers need a fair and practical way to communicate AI use without stigma. AIRS is being piloted to test:
audience understanding of the label,
and
what the clearest, least intrusive way to present this information might be.
If you are a filmmaker and would like to opt in, or a viewer who would like to contribute feedback, please contact us below
Want to add AIRS to your film?
If you’re a filmmaker and would like your work to carry an AIRS transparency label, you can choose to opt in