Heehaw AI Policy
How we will, and how we wont use Artificial Intelligence.
AI is here and already changing how many industries and businesses operate. At Heehaw, we feel it’s vital to maintain open discussion around the use of AI, looking at how it can enhance workflows and improve outputs whilst ensuring we protect both our clients and our work from potential legal implications. This is best done through use of a policy that can be updated and adapted both as the technology advances, and as global policy responds to its relentless development. And no, we wont be using it to generate fictional filmmakers wielding impossible cameras. Again.
How we use AI
AI tools are providing creative agencies with incredible new powers to help create products of a higher quality and with increased efficiency. Below are the core uses of AI that we have adapted into our workflow to allow us to provide a better service to our clients.
- Text generation and adaptation for graphic design and marketing content. If using text generation AI, all generated copy is passed through our rigorous editorial process, where we edit, restructure and re-write. We do not use Generative AI to auto-generate client scripts.
- Image upscaling and clean up. We may run low resolution images and assets through upscalers, removing artefacts for a higher quality image and to allow greater flexibility of use in client projects.
- Audio mastering. We use AI to clean and improve low quality audio files, ensuring improved sound mix and clarity.
- Auto transcription. Allowing us to save time when creating text transcriptions of video content. These are always checked for accuracy by our edit team.
- Frame expansion. We use generative fill to expand elements outside of the existing image edge, allowing us more versatility with existing licenced imagery.
- Creating depth maps & rotoscoping. Accelerating time spend on our visual effects work. These are always starting points that are then refined by hand.
- Storyboarding and moodboards. We may use generative AI when developing pitches and treatments, however we will always make a client aware of this.
How we do not use AI
As you can see from the above, we use various AI toolsets as just that, tools to help us get to an end product. Within these we are careful to ensure we are working within legal boundaries and not exposing our clients to potential perceived risks of using AI. This includes:
- We would never upload sensitive copy or information to programs such as ChatGPT, especially if we are working under the terms of an NDA.
- Any in-project generative visual work is currently done via Photoshop and Adobe Firefly, which is trained on fully licensed datasets, ensuring the resulting imagery can be used without any risk of copyright infringement. We do not use other platforms where the copyright involved is currently under question on live projects.
- We do not copy and paste AI generated copy into scripts, blogs and social content. Any copy is always treated as a starting point and refined further.
- We would never create anything using AI and try to pass it off as our own work.
Will you use AI on my project?
Depending on the nature of the project and the assets we have available to make it, it is highly likely we will use some form of AI on any given video project. Simply put, the tools that are now available help us to make better films. It is not used to cut corners, but it can be used to speed up tasks that take up valuable creative time. Most importantly, it allows us to do things we couldn't have done before, meaning your film will be more dynamic, more emotive, and more effective as a result.
Going forward
AI is developing faster than any other technology we have seen and we will continue to experiment with the tools as they appear. We are always looking for ways to provide a better product and a better service, and if AI can help us get to that point then we will adapt it into our workflow, all points above considered. Due to the rate of change, this policy will be reviewed and updated regularly.