Cannes, Creativity, and the Rise of Ethical AI in Film
Why the industry is finally asking the right questions — and why S.M.A.C.C. already has the answers
The arrival of the World AI Film Festival in Cannes marks a turning point in how the creative industries are approaching artificial intelligence.
For the first time at a major international festival level, the conversation is no longer about hype, speed, or disruption alone. Instead, it is about something far more important:
responsibility.
WAiFF’s public positioning is clear. AI is not being presented as a replacement for filmmakers, actors, or creators. It is being framed as a tool in service of creativity, with a strong emphasis on:
- protecting creator rights
- ensuring fair remuneration
- addressing copyright and legal frameworks
- maintaining human-led storytelling
This is not just encouraging. It is necessary.
And it aligns closely with what S.M.A.C.C. (Social Media and Content Creators) has been building from the outset.
The Shift: From “Can We?” to “How Should We?”
For years, the creative sector has been flooded with questions about what AI can do.
Now, finally, the conversation is shifting to what AI should do.
At Cannes, that shift is visible in the types of discussions being held — not just technical showcases, but panels focused on:
- ownership and authorship
- transparency in AI-generated work
- legal responsibility
- the future role of human creators
This is exactly the conversation that needed to happen before regulation is imposed externally.
Because if the industry does not define responsible behaviour itself, it will inevitably be defined for it.
A New Type of Creator: AI Actors and Hybrid Production
One of the most striking examples of this emerging landscape is the work of Eline Van der Velden and her AI-generated actor Tilly Norwood.
This is not theoretical anymore. AI actors are here.
They raise immediate, real-world questions:
- Who owns the performance?
- Who is credited?
- How is consent managed?
- How is the audience informed?
These are not edge cases. They are the front line of modern content creation.
Handled incorrectly, they undermine trust.
Handled correctly, they expand creative possibility.
That distinction — how it is handled — is everything.
Where S.M.A.C.C. Stands: Ethical AI by Design, Not Reaction
S.M.A.C.C. has been clear from the beginning:
With influence comes responsibility.
The S.M.A.C.C. Code of Conduct already addresses the core issues now being discussed at Cannes, including:
- Transparency — clearly declaring when AI is used
- Authenticity — avoiding misleading audiences about what is real
- Accountability — taking responsibility for content created or published
- Fair practice — respecting the rights of creators, contributors, and audiences
In other words, the principles now being debated on global stages are already embedded within S.M.A.C.C.
There is no need to retrofit ethics later.
The framework is already there.
Alignment, Not Adaptation
It is important to be clear:
S.M.A.C.C. does not need to change its Code of Conduct to accommodate AI.
Because the Code was never about platforms or formats.
It was about behaviour.
Whether content is:
- filmed traditionally
- edited digitally
- enhanced with AI
- or generated in part by machine
…the same principles apply.
That is why the emergence of festivals like WAiFF is so significant.
It shows that the wider industry is beginning to align around the same core idea:
AI must be used ethically, transparently, and in a way that respects creators.
This is not divergence.
This is convergence.
Supporting the Direction of Travel
S.M.A.C.C. welcomes and supports the direction being taken by initiatives such as the World AI Film Festival.
Not because AI is being promoted uncritically —
but because it is being examined responsibly.
This includes:
- recognising the importance of human creativity
- addressing copyright and ownership
- encouraging open discussion about risks and limitations
- promoting fair and transparent use of AI tools
These are not just industry talking points.
They are the foundations of a sustainable creative ecosystem.
The Bigger Picture: Protecting Creative Freedom
There is a wider issue at stake.
If AI is used irresponsibly —
without disclosure, without consent, without accountability —
then regulation will follow.
And when regulation comes, it rarely distinguishes between:
- responsible creators
- and reckless ones
That risks restricting the very creativity that has made the digital content space so powerful.
The only way to preserve that freedom is through self-regulation grounded in credibility.
That is exactly what S.M.A.C.C. exists to provide.
The Future of Film and Content Creation
AI will not replace creators.
But creators who understand and use AI responsibly will redefine the industry.
The future of film, content creation, and digital storytelling will be:
- hybrid
- collaborative
- technologically enhanced
- but fundamentally human
The question is not whether AI will be part of that future.
It already is.
The real question is:
Will it be used ethically?
Final Position
S.M.A.C.C. supports the growing global movement toward ethical AI in creative industries.
The conversations happening in Cannes are not just relevant — they are overdue.
And the encouraging reality is this:
The principles now being explored on international stages are already reflected in the S.M.A.C.C. Code of Conduct.
That places creators who align with S.M.A.C.C. at the forefront of a responsible, credible, and sustainable future for content creation.
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