AI Model Representation & Ethical Use Policy

1Scope of AI Model Activities

By signing this annex, the agency confirms that it:

• Represents, creates, or collaborates with AI-generated models for commercial use, including digital twins of real models
• Understands its obligations under the IMF Ethical Use Policy for AI Models

2Digital Twin Ownership

• Any digital twin or AI-generated representation that replicates the likeness, voice, biometric data, or identity of a real model is the sole property of that individual. This includes exclusive rights to consent to, control, monetize, revoke, or restrict any use, reproduction, distribution, or adaptation of the digital twin across all platforms and media.
• Creation, licensing, or commercial use of a digital twin may only proceed with the model's explicit, written, and informed consent, documented in accordance with IMF standards. Models may withdraw consent for future use at any time.
• Profits derived from digital twins must be transparently reported and equitably shared with the real model, with no hidden exploitation or impersonation
• Digital twins must be registered to the real model's verified identity via Model ID. Agencies, brands, and AI creators are prohibited from developing or deploying digital twins without valid ownership confirmation by the real model.

3Ethical Use of Non-Human AI Models

• Agencies working with non-human AI models (fully synthetic) must ensure transparency in client briefs and label such models clearly in public-facing material
• Use of AI to deceive, mislead, or obscure real model participation is prohibited
• Synthetic models must be clearly distinguishable from real individuals in all commercial contexts

4Model ID Integration

• AI models must be registered with IMF and watermarked or traceable via Model ID's verification system
• Agencies are responsible for maintaining accurate usage records for all AI model engagements and providing them to the relevant model upon request
• All digital representations must be linked to verifiable ownership records

5Consent & Licensing

• Written, informed consent is required for every use of a digital twin
• Consent must be specific to the usage type, duration, territory, and medium
• Consent is revocable -- models may withdraw permission for future use at any time
• Blanket consent for all future AI uses is not permitted

6AI Model Representation Disclosure

• The agency must inform brands and clients in writing when an AI model is being booked
• For composite campaigns, the share of AI vs. real models must be disclosed
• AI-generated content must be labelled using available metadata standards (e.g., C2PA, IPTC) and visually disclosed where the content is published

7Misuse & Enforcement

• Agencies must not knowingly participate in the misuse of AI-generated models (e.g. unconsented deepfakes, impersonation, harmful campaigns)
• Misuse will be subject to immediate investigation and may result in revocation of IMF certification
• Agencies must report any known instances of unauthorized digital twin creation to IMF