AI

DMAA Policy on Responsible Use of Artificial Intelligence

Artificial intelligence offers new creative opportunities, but it also changes the way a model’s image, identity and work can be reproduced, altered and commercially exploited.

DMAA believes that innovation and model rights can coexist. The foundation must be transparency, consent, control and fair remuneration.

1. AI use requires prior written approval

Unless expressly agreed in writing, material featuring a model represented by a DMAA member agency may not be used in connection with artificial intelligence.

Standard booking fees, usage rights or buyouts do not automatically include AI rights.

Any proposed AI use must be disclosed before use and separately approved by the relevant agency and, where required, the model.

2. No AI training or data extraction without permission

Model images, video, audio, likeness or other identifiable material may not be scraped, extracted, collected or otherwise used for:

• Training AI or machine-learning systems

• Fine-tuning or grounding AI systems

• Retrieval-augmented generation (RAG)

• Building datasets

• Developing algorithms or generative models

• Creating digital replicas, digital twins or synthetic identities

without prior written agreement.

The fact that material is publicly available online does not constitute permission for AI training or extraction.

3. No digital replicas or synthetic models without specific consent

A model’s likeness may not be used to create or operate a:

• Digital twin

• Digital replica

• Avatar

• Deepfake

• MetaHuman

• Synthetic model

• AI-generated version of the model

unless this has been specifically negotiated and approved in writing.

Any approval must clearly define the intended purpose and the extent of the permitted use.

4. AI may not create new usage rights

Existing photographs or footage may not be used through AI to create additional campaigns, new imagery, new poses, clothing changes, synthetic performances or other material that would normally require a new production or booking unless specifically agreed.

AI-generated derivatives remain subject to agreed limitations concerning:

• Purpose

• Media

• Territory

• Duration

• Client or brand

• Campaign

• Exclusivity

AI must never be used as a way to bypass a new booking or extend previously purchased usage rights.

5. Transparency is required

Clients must disclose when AI will be used in connection with a model or material featuring a model.

This includes AI use during production, post-production and later reuse.

DMAA supports clear disclosure where published commercial content has been materially generated or altered using AI, particularly where the content could reasonably be understood as representing something the model actually did, wore, said or endorsed.

6. Consent must be specific

AI consent should never be assumed from a general booking agreement.

Where AI use is approved, the agreement should clearly describe:

• What material may be used

• Which AI process or purpose is permitted

• What may be generated or altered

• How the resulting content may be used

• Duration and territory

• Whether third parties or technology providers will receive the material

• Whether material may be retained after the agreed use

A broad or undefined consent to “AI use” should not replace a clearly defined agreement.

7. Models must retain control over their identity

AI-generated material must not place a model in a context they have not agreed to or falsely imply that the model participated in, endorsed or performed something they did not.

AI must not be used to create content that is degrading, discriminatory, misleading, sexualised beyond the agreed brief, damaging to the model’s reputation or otherwise inconsistent with the agreed production.

8. AI use must be fairly remunerated

Where AI creates additional commercial value from a model’s identity, likeness or previously produced material, appropriate remuneration should be agreed.

The ability to generate additional material technologically does not eliminate the commercial value of the model whose identity or work makes that material possible.

9. Clients are responsible for their suppliers

Clients must ensure that photographers, production companies, post-production providers, creative agencies, AI providers and other third parties acting on their behalf comply with the agreed AI restrictions.

Material supplied to third-party AI services should not be used by those providers for their own training, model development or unrelated purposes unless this has been explicitly approved.

10. Unauthorised AI use

Unauthorised AI use may constitute an infringement of contractual, intellectual-property, personality, privacy or other applicable rights.

DMAA member agencies may require unauthorised material to be removed and may pursue appropriate compensation or other remedies depending on the circumstances and applicable law.

Our position

DMAA is not opposed to artificial intelligence.

We support technology that strengthens creativity, improves production and creates new opportunities.

But technological progress should not remove the model from decisions concerning their own identity.

Our principle is therefore simple:

No AI use of a model without transparency, informed consent, clearly defined rights and fair commercial terms.

DMAA will continue to develop this policy as technology, industry practice and legislation evolve.

For questions regarding DMAA's AI policy, please contact:

info@dmaa.dk