BBC News has counted at least eight different initiatives trying to come up with a label that could get the kind of global recognition that the "Fair Trade" logo has for ethically made products. "AI is now so ubiquitous and so integrated into different platforms and services, that it's truly complicated to establish what 'AI free' means," says AI Research Scientist Sasha Luccioni. I think that AI is a spectrum, and we need more comprehensive certification systems, rather than a binary with AI/AI-free approach," she said. In the closing credits of the 2024 Hugh Grant thriller Heretic producers wrote a disclaimer saying: "No generative AI was used in the making of this film. "We support the AI industry and we think its an exciting time but we think that as a result of AI content there is an economic premium put on human-made content and we want to lean into that," says CEO Paul Yates. Elsewhere in the book industry, publishing giant Faber and Faber began putting a "Human Written" stamp onto some of its books.