Last updated: June 2026
afterform uses AI as part of how we make images and films. We think that's a strength. It gives clients more directions, earlier, and faster turnarounds. But AI without discipline backfires, especially where imagery has to survive scrutiny. This policy sets out the rules we hold ourselves to.
Confidentiality
- No client data, model or imagery is ever used to train public AI models.
- Project material is handled securely and held only for the retention window agreed with the client.
Style ethics
- We do not imitate a living artist's signature style on request.
- Stylistic references are translated into original direction frameworks, not copied.
Accuracy & planning
- Where accuracy matters, imagery is built on real geometry with locked cameras and viewpoints, so it holds up under scrutiny.
- For any submission where accuracy is critical, we work to a geometry-locked standard: no invented context, no guesswork.
People first
AI handles parts of production so our artists can spend more time on the things that actually change outcomes: cinematography, composition and storytelling. It's a tool in the studio, not a replacement for judgement.
Questions
If you'd like to discuss how this applies to a specific project, email luke.parkhurst@afterform.co.uk.