SMPTE President Renard Jenkins recently discussed the importance of ethics and regulation in AI during a session focused on the topic. The conversation featured representatives from SMPTE's Joint Task Force on AI and Video, who shared their perspectives on AI ethics and regulatory approaches. Jenkins emphasized the responsibility of the media industry to be ethical in their use of technology, as they have the ability to touch millions of people through their content. Yves Bergquist, Director of ETC AI and Neuroscience in Media, highlighted the media industry's role as a consumer of AI products and stressed the need for ethical considerations in every conversation about technology. The practice of ethical AI closely aligns with rigorous AI practices and requires understanding biases in data and having a diverse team.

Transparency and explainability are important aspects of ethical AI, and tools like the "food label model" and "model cards" have been proposed to address these concerns. The presence of biases in AI models is inevitable, but organizations must take responsibility for understanding and documenting these biases. Bergquist also called for a balanced perspective on AI, cautioning against hype and unrealistic expectations. Organizations can use frameworks like the NIST AI Risk Management Framework to develop corporate strategies for mitigating AI risks, and the C2PA organization is working on standards for verifying content authenticity. SMPTE's AI report can serve as a foundation or roadmap for organizations creating their own AI working groups and internal policies.