Every piece says what it is.

Trust is the point of content. So every video, post and ad we make carries one of three labels on its first frame, and the caption ends with the same words.

Real

Filmed for real.

Filmed or photographed on location, with real people. Retouched for colour and clean-up only.

Caption ends: (Real)
Real + AI

Real, with AI added.

Real footage of real people and places, with AI used for dubbing (including the speaker's own voice, with written consent), new backgrounds, relighting or extra b-roll.

Caption ends: (Real + AI)
AI-made

Made by AI.

The main subject was generated by AI, or a person appears to say or do something they did not. Includes digital twins.

Caption ends: (AI-made)
Our rules

What we will and won't do.

01
No synthetic customersNo AI reviews, testimonials or customers. Ever.
02
Written consent for likenessFaces and voices are cloned only with the person's written consent, for one brand.
03
No fake resultsAI never passes off something that does not exist as real. Concept scenes are always labelled AI-made, and medical results are never generated.
04
Platform labels onWe also switch on each platform's own AI disclosure where it offers one.

Real at the core. AI at scale.

See how AI fits into a month of content.