Ethical AI in Creative Work: A Leadership Perspective on Storytelling

Lately, it’s getting harder and harder to decipher what is real from what is AI-generated, especially in multimedia.

If you’re like me and you’re doomscrolling in bed at night, you’ve probably paused mid-scroll and asked yourself, “wait, is this AI?”

More recently, I’ve come face-to-face with really good AI-generated video and - really, really, really bad.

That contrast has opened the door for meaningful, unscripted conversations with my team.

We keep coming back to a few core questions. Where is the line? What responsibility do we carry as creators? How do ethics show up in our work? And how do we engage with a transformative technology without compromising the principles that define strong storytelling?

Those conversations have evolved into something more structured. We are actively shaping a shared point of view, a working code of ethics around how we use these tools.

At its best, AI should enhance the creative process. It should improve efficiency and unlock capacity. It should not replace creative thinking.

There is a real balance to strike between generative AI and human creativity, and that balance requires intention. Not just in how these tools are used, but why they are used.

For example, if a brand is built on community and grassroots impact, using AI to fabricate a crowd undermines the very story it is trying to tell. Real stories require real people. Authenticity is not something you can simulate without consequence.

Audiences are more discerning than we often give them credit for. The demand for what is genuine and credible is only growing. This is not a moment to rely on shortcuts. It is a moment to meet that expectation with clarity and integrity.

I was struck by a 2024 Forbes interview by Kimberly A. Whitler, with then-CEO of Vimeo Lynn Girotto, where she emphasized “brands and businesses should prioritize ethical AI from the top down.”

That framing resonates.

Leadership has a responsibility to set clear expectations around how and why AI is used. That includes protecting the human element in the work, establishing thoughtful guardrails, and ensuring strong data practices and safety standards.

To me, AI is a challenge in leadership.

How we choose to navigate it will shape not only the work we produce, but the trust we build with the audiences we serve.