It enables the company’s clients and partners to work with Deep Fusion and have any risks managed ethically, creatively, and commercially
Deep Fusion Films, the maker of Virtually Parkinson, has been offered insurance for its ethical Gen AI workflow.
In a post on LinkedIn this morning, the company’s co-founder Benjamin Field said: “We’ve just done what most said wasn’t possible: built an insured & ethical Gen AI workflow which allows for premium visuals at a price that broadcasters can afford.
“We’ve spent the last 18 months questioning how Gen AI fits into our industry, challenging its ethical grey areas, interrogating the IP risks, and warning against hype that puts speed ahead of storytelling.
”We’ve taken legal advice throughout and, in what I believe is a first, our Gen AI workflow has been offered insurance. This means our clients and partners can work with us knowing the risks are managed - ethically, creatively, and commercially.”
He goes on to add that there are still more ethical questions and legal complexity to deal with, but that Deep Fusion’s policy document addresses how it currently deals with these challenges.
He concludes by saying: “We have now satisfied the lawyers and the insurers that there is a safe route to market with this kind of workflow.”
Deep Fusion are behind the world-first podcast series Virtually Parkinson that sees a fully autonomous recreated Michael Parkinson interview people including Jason Derulo, Jill Scott and Chris McCausland.
The series uses Deep Fusion’s proprietary Squawk technology which it enables it to be driven by a synthetically recreated voice, mimicking Sir Michael Parkinson’s interview style.
Deep Fusion’s Gen AI policy
At Deep Fusion Films, we use generative AI to enhance production—not to replace the creative process, but to elevate it. Our workflow allows us to deliver broadcast-quality visuals on tighter budgets, faster timelines, and with greater creative flexibility.
From photorealistic background plates to animated stills, enhanced localisation, and previsualisation tools, we use Gen AI to support directors, editors, and storytellers, always under human creative control.
What sets us apart is not just what we can do, but how we do it.
We’ve developed one of the UK’s first insured, legal, and ethically governed Gen AI production pipelines, built on the principles of consent, copyright protection, and creative integrity.
You can read the company’s full policy here as a public commitment to transparency, accountability, and industry leadership.
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