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AI – AMS Generative AI Use Policy (India)

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Generative AI (GAI) Use Policy

Guide for Production Partners

Updated June 2026

Introduction

Generative Artificial Intelligence (GAI) tools are increasingly being used across creative workflows in content production.  To support global productions and stay aligned with best practices, AMS requires production companies and vendors to notify and obtain prior approval from AMS Legal for any intended use of GAI, especially as new tools continue to emerge with different capabilities and risks. 

What Does This Policy Cover

The use of GAI models/systems (such as Magnific, Runway, Eleven Labs, Topaz, ComfyUI, ChatGPT, etc.) in relation to audio-visual content production.

Before You Begin: Two Core Requirements

To use ANY GAI tool on an AMS project, you need BOTH of the following:

1.  Approved Tool

The tool must be on the pre-approved list or approved by AMS Legal before use.

2.  Approved Use-Case

Even if the tool is approved, your specific use-case must also be approved.

Approved Tools

Pre-Approved Tools How to Check / Get Approval
  • Nara
  • Nova Models
  • GAI tools covered by existing Amazon Commercial Agreements
  • Contact your AMS Production Executive POC for the up-to-date approved and prohibited tools lists.
  • If a tool is neither pre-approved nor prohibited, contact your AMS Legal for approval before using it.
  • In some cases, AMS Legal may permit you (production company or vendor) to obtain a license to a third-party GAI tool directly for use on a specific AMS project. If this is permitted, you must review the provider's license terms and ensure that it complies with all requirements in the AMS GAI Provider Minimum Terms and Conditions. Your use is limited to the specific project for which it was requested.

Use-Case Approval

Use the following chart to help determine whether and when to seek AMS Legal approval.

🟢 Pre-Approved (No Legal Approval Needed)
Internal Research & Organization Summaries, notes, story breakdowns, research, or organizational tasks that assist with creating human-written materials, which will NOT appear or feature in final deliverables.
Temporary Reference Images Temporary storyboards, mood boards, or tone samples (images or short clips) for internal production use only, and which will NOT appear in final pixel deliverables.
Digital Alterations — As Scripted/Performed Creating or modifying digital replicas when: (a) the result is substantially as scripted or performed, (b) AMS Creative & Production have approved it, and (c) the necessary talent consents to create and use the digital replica have been obtained.
Traditional VFX / Post-Production Work Typical VFX, CGI, and post-production enhancements: cosmetics/wardrobe fixes, noise reduction, timing/speed, continuity, pitch/tone/clarity, visual & sound effects, standards and practices adjustments, dialogue/narration adjustments, dubbing (where permitted by applicable union/talent agreement), lip/facial sync for foreign language (where permitted by local law and applicable union/talent agreement), and changes in dialogue/photography for specific distribution markets.
🟡 Requires AMS Legal Notification & Approval (Stop and Ask First)
Materials Requiring Clearance Prompts or inputs that use or reference: personal data (name or likeness), biometric data, third-party copyrighted materials, public figure likenesses, or characteristics of deceased individuals.
Performer Rights & Digital Representation Digital alterations NOT substantially as scripted or performed (e.g., changing an actor's mouth movements to match entirely new dialogue). Significant alterations to emotional tone, delivery, or intent. Creating digital performers, voices, or likenesses — in addition to AMS Legal approval, requires documented talent consent and local union/guild compliance.
Potentially Misleading Content Content that could be interpreted as authentic, even in the background: simulated historical or news footage, real public figures in fictional scenarios (e.g., deepfakes), fictional events presented as real, or any use of GAI in any production of a factual, current event or other documentary nature.
Creative Development & Creation of Key Elements Using GAI to generate scripts, outlines, treatments, series bibles, or similar literary materials, OR any key creative elements (story concepts, character designs, character arcs, core visual/story components) that may appear in final deliverables. If AMS Legal approves the use-case, you must ensure you comply with the Creative Development Requirements below.
Any Other Unapproved Use Treat any intended use which does not clearly fit a Green or Red category as Yellow and contact AMS Legal for approval before proceeding.
🔴 Prohibited (Do Not Proceed)
Crew Personal Data Never input cast or crew personal information (e.g., personal phone number, home address, account/ID numbers, etc.) into any GAI tool.
Content Standards Violations GAI must not ever be used to produce content that violates AMS Content Standards, including offensive symbols (e.g., swastikas), or obscene/indecent content (e.g., sex scenes involving minors).
Unapproved Tools Never use a GAI tool that has not been approved by AMS in connection with an AMS project, regardless of how the tool is being used.
Unapproved Use-Cases Never use even an approved tool for a purpose that has not been approved — tool approval does not equal use-case approval.
Violations of Law or Policy Never use of GAI in a way that violates applicable laws, rules, regulations, or AMS policies.

Creative Development & Creation of Key Elements Requirements

If AMS Legal approves the use of GAI during creative development and for the creation of key elements, you must also follow these requirements:

Requirement What This Means in Practice
1. Originality
  • Do not use GAI as a substitute for your own creative expression or to incorporate others protected original works or materials into the development materials for the project.
  • You must screen all GAI-generated content for similarities to third-party works before delivering anything to AMS.
  • Evaluate and revise GAI outputs to ensure they reflect your original creative vision.
2. Copyright Protection
  • Materials must contain sufficient human authorship to qualify for copyright protection.
  • You must maintain primary creative control over all literary material: story structure, character arcs, emotional beats, dialogue, and narrative choices — before, during, and after any GAI use.
  • Simply selecting, arranging, curating, or lightly editing GAI outputs is NOT enough for copyright protection.
3. Guild & Union Compliance
  • You must comply with all applicable guild or union collective bargaining agreements (CBAs) in connection with any GAI use during development.
4. Quality Control & Disclosure Requirements See below

Quality Control & Disclosure Requirements

When using Generative AI tools for AMS audio-visual content, ensure these additional requirements are met:

Requirement What This Means in Practice
1. Human Quality Review
  • All AI-generated content must undergo quality control review by a human reviewer before delivery to AMS.
2. Record Keeping
  • Keep clear, comprehensive records of all GAI use, including: details of the approved GAI usage, specific GAI tools / technologies utilized, any prompts and reference images used, and records showing which core creative elements originated from human creators and which portions were GAI-generated (e.g., meeting notes, story cards, writer's notes, drafts, version control).
  • Retain evidence of human decisions and revision process throughout development, including any GAI prompts used.
  • Provide AMS with copies of these records upon request.

Questions? Need Approval?

Contact your AMS Point of Contact for:

  • Up-to-date lists of approved and prohibited tools
  • Submitting a use-case for Legal approval
  • Guidance on edge cases or any other questions