The rapid rise of artificial intelligence is reshaping the entertainment industry. From generating scripts to creating visual effects, AI tools offer exciting new possibilities. But with innovation comes risk. The Producers Guild of America (PGA) leadership has identified 10 essential questions every producer must ask when considering AI in their work. These aren’t just technical details —they are issues of ownership, liability, union compliance, and ultimately, creative protection. If left unasked, the consequences could jeopardize your project, your rights, and even your reputation.
Why These Questions Matter
Film and TV productions are built on trust, contracts, and creative vision. By introducing AI into the workflow, producers step into uncharted legal and ethical territory. The questions highlighted by the PGA help ensure that:
Your intellectual property remains yours. Without clarity, AI providers may claim ownership of outputs or repurpose your content for their own gain.
You’re protected from legal exposure. If AI generates content trained on unlicensed material, you could be liable for infringement without safeguards in place.
Union compliance stays intact. Producers must respect guild labor agreements and ensure AI is not misused as a replacement for human talent.
Your production data is secure. Knowing where data is stored and how it’s governed protects against leaks, breaches, or unauthorized reuse.
Creative integrity is preserved. At the end of the day, producers are responsible for the story and its impact. Misuse of AI could undermine the very vision you’ve worked to build.
The Top 10 Questions to Ask
Here are the questions the PGA recommends producers raise with any AI provider:
1. Are the AI providers’ training datasets licensed?
2. Who owns the AI-generated content (output)?
3. Will the AI provider indemnify you from output infringement claims?
4. Will your data be used to train the AI provider’s model?
5. Will the provider reuse your content in other contexts?
6. Where is the AI provider’s data stored and governed?
7. Do you retain exclusive rights and copyright for the output?
8. As a producer, are you union-compliant?
9. Can you track and audit your team’s use of AI?
10. As a producer, are you replacing any guild labor?
The Bottom Line
Asking these questions isn’t about slowing down innovation — it’s about protecting the people, ideas, and collaborations that make film and television thrive. AI will undoubtedly become a greater force in storytelling. But without clear boundaries, producers risk losing control over their content, rights, and responsibilities. By insisting on answers, you safeguard not just your project, but the future of our industry.
The fine print matters. Read it. Ask it. Protect it.
