Lux Aeterna, in collaboration with UK Screen Alliance, has explored the ethical and intellectual property challenges of generative AI in visual effects.
To mark World VFX Day (
worldvfxday.com) on 6th and 8th December, a panel featuring Lux Aeterna's Creative Technologist James Pollock, UK Screen Alliance CEO Neil Hatton, and Dr. Cobus Jooste, Senior Lecturer in IP Law at the University of the West of England, shared insights into the current state of the industry.
Lux Aeterna's Creative Technologist James Pollock
The panel, moderated by Hatton, primarily examined the research and development undertaken by Lux Aeterna as part of the MyWorld programme – a UKRI-funded creative technology research initiative based in the West of England.
Through MyWorld, Lux Aeterna has focused on machine learning advancements and innovative toolsets in VFX. Coinciding with the rise of emerging GenAI technologies, the programme has enabled Lux Aeterna to experiment with the production of its own science-fiction short film, RENO.
Dr. Cobus Jooste, Senior Lecturer in IP Law at the University of the West of England
Pollock highlighted the importance of projects like RENO in demystifying AI’s potential, allowing Lux Aeterna to experiment in a controlled, research-driven environment. Jooste offered insights into the evolving legal landscape, discussing the complexities of intellectual property (IP) laws concerning AI-generated content. He emphasised the need for clear documentation, ethical transparency, and industry-specific adaptations to existing legal frameworks to safeguard creators and their work.
Both Pollock and Jooste agreed that while GenAI presents exciting possibilities, it requires cautious integration to ensure compliance, accuracy, and ethical standards. By fostering partnerships between technologists and legal experts, Lux Aeterna aims to guide the VFX community in navigating the rapidly changing AI landscape while prioritising creativity and accountability. The panel underscored the industry’s collective responsibility to approach GenAI as a tool to enhance, rather than disrupt, the artistry and integrity of VFX.
UK Screen Alliance CEO Neil Hatton
Hatton, CEO of the UK Screen Alliance and a champion of policy in the UK visual effects industry, successfully campaigned for new VFX expenditure credit, which starts on 1st January 2025 and will include GenAI as eligible expenditure. Commenting on the panel Hatton stated: “The debate over the use of GenAI in VFX will be absolutely crucial now and in the coming months. We campaigned for GenAI costs to be included in the new UK VFX incentive uplift, as we think the UK, as the foremost global hub for VFX, needs to be in the vanguard of not just the technological R&D, but also showing a lead on GenAI adoption in a sustainable and ethical way which respects and rewards creators IP.”
The panel aired through World VFX Day on 6 December and is available to watch online here:
worldvfxday.com