The voluntary recommendations were put together by the Partnership on AI (PAI), an AI research nonprofit, in consultation with over 50 organizations. PAI's partners include big tech companies as well as academic, civil society, and media organizations. The first 10 companies to commit to the guidance are Adobe, BBC, CBC/Radio-Canada, Bumble, OpenAI, TikTok, Witness, and synthetic-media startups Synthesia, D-ID, and Respeecher. "We want to ensure that synthetic media is not used to harm, disempower, or disenfranchise but rather to support creativity, knowledge sharing, and commentary," says Claire Leibowicz, PAI's head of AI and media integrity.