By India McCarty
A task force for the Television Academy is hard at work on a set of guidelines that will give industry creatives’ “responsible AI and production standards.”
“The Television Academy recognizes the need for ethical, responsible rules of engagement for the use of Generative AI in television,” Maury McIntyre, president and CEO of the Television Academy, told Deadline. “We commend the Academy’s Innovation Advisory Committee for the development of these Key Considerations and we are committed to educating our members, our colleagues, and our elected representative on how to navigate, adapt and preserve creative integrity as the industry moves forward.”
Deadline reported that the three pillars of these guidelines are “creative integrity,” “permissions, licenses, legal and commercial viability”; and “accountability, transparency and sustainability.”
With Hollywood On Edge About AI, TV Academy Establishes Guidelines For Members https://t.co/r2w8UOgW9V
— Deadline (@DEADLINE) September 11, 2025
Related: AI is Splitting Hollywood — Here’s Why
This task force was led by Christina Lee Storm, governor of the Academy’s Emerging Media Programming peer group, co-chair of the Advocacy Committee, and a member of the Innovation Advisory Committee.
She recently spoke to Deadline about how the attitude towards AI in the creative community has changed over the last few years.
“Two years ago, the Television Academy did an AI Summit [with] a lot of disgruntled folks,” she said, explaining that people were “not quite understanding the tools, or reading the headlines saying, ‘It’s going to take over everything.’”
However, this year, “we had a lot more people come and be much more open to it, because what we’re seeing — as more and more people are using these tools — is that it’s advancing certain pieces [of the craft]…The need to have a filmmaking language, filmmaking understanding, and all of the [human] traits that are a part of the process — and have always been a part of the process — is crucial,” Storm concluded.
Eric Shamlin, Television Academy governor and chair of its AI task force, made similar comments during an AI summit earlier this year.
“We must now lead,” he said, via Variety. “We can’t afford to sit back and wait for others to shape how AI is implemented into our industry.”
These new guidelines aren’t the first rules the Television Academy have put in place surrounding AI. The Academy wrote new rules for the Emmy Awards, making it clear that “submissions must be the work of the submitter, utilizing the tools of their craft,” according to a TV Academy spokesperson who spoke to Variety.
“Though there are a few specific guidelines around the use of AI as a tool, the Television Academy continues to monitor it across all categories and will make any updates to our rules and guidelines as needed,” the spokesperson continued.
The Television Academy’s recent efforts are just another one of the many ways organizations everywhere are working to figure out the best way to regulate AI in their industries.
Read Next: This Director Advocates for AI in Hollywood: ‘AI Can Provide’ Scripts ‘in Seconds’
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