In a new peer-reviewed paper published in Media International Australia, Dr Anna Broinowski, senior film lecturer at Sydney College of the Arts, and co-author Associate Professor Fiona Martin from the Department of Media and Communications, argue that the rapid proliferation of AI-generated media demands more nuanced and forward-thinking regulation in Australia.
While headlines often focus on the dangers of 'deepfakes' - synthetic video or audio that impersonates real people - Dr Broinowski warns that this narrow lens risks missing the broader picture.
“Deepfakes are just the public face of a larger industrial and cultural transformation,” she says.
“Generative AI is reshaping how we create, consume and trust screen media. The real challenge, and opportunity, is understanding how we can use these tools responsibly while still protecting artistic freedom and public trust.”
Beyond the deepfake panic
The paper, Beyond the Deepfake Problem: Benefits, Risks and Regulation of Generative AI Screen Technologies, calls for regulation that considers both the harms and potential benefits of AI in screen media.
It draws on international case studies, from China’s real-name AI content laws to the US writers’ strike, and highlights the varied ways the creative screen industries are already engaging with synthetic media.
“GenAI is being used in everything from dramas and documentary to political satire, social advocacy and education,” says Dr Broinowski.
“Rather than rush to ban or demonise it, we need to understand where it enhances creativity and where it threatens the integrity of our cultural and democratic institutions.”
She and Dr Martin propose a "benefits-plus-risks" framework to inform policy, urging Australian regulators to move beyond reactive measures focused solely on harm. They call for clear labelling of synthetic media, copyright, fair use and freedom of expression protections for creatives, and industry-led ethical guidelines that support innovation without eroding public trust.
Rather than rush to ban or demonise it, we need to understand where it enhances creativity and where it threatens the integrity of our cultural and democratic institutions
Dr Anna Broinowski
A filmmaker’s perspective
A documentary maker by background, Dr Broinowski is best known for award-winning films like Forbidden Lie$ and Aim High in Creation!, which interrogate propaganda and media manipulation. Her creative experience brings a practical dimension to the research.
“As a filmmaker, I can see how GenAI screen tools will open up amazing new modes of storytelling and visual expression,” she says.
“But I’m also acutely aware of how these tools are being abused, especially in political disinformation, cybercrime, fraudulent advertising and nonconsensual sexual imagery."
Her research argues that artists and academics must play a central role in shaping AI’s future, ensuring the technology serves the public good, not just commercial or political interests.
“It’s vital that creative practitioners are at the table as these tools develop,” she says.
“If we want AI to reflect human values, we need humans, especially those in the arts and humanities, involved in every step of the conversation.”
Towards ethical AI in media
The paper aligns with broader efforts at the University of Sydney to explore the governance of emerging technologies.
As part of the Faculty of Arts and Social Sciences and an affiliate of the Centre for AI, Trust and Governance, Dr Broinowski is contributing to an interdisciplinary push to make AI safer, more transparent, and more inclusive.
She believes Australia has a unique opportunity to lead in this space.
“We’re at a crossroads,” she says.
“GenAI isn’t going away. But with the right policy settings and public engagement, we can shape it in ways that protect truth, support creativity, and reflect our democratic and cultural values.”
As governments around the world grapple with how to regulate synthetic media, Dr Broinowski's and Associate Professor Martin's research offers a roadmap for how Australia can approach the challenge ethically, creatively and critically.
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