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. One of the most important elements of the guidelines is a pact by the companies to include and research ways to tell users when they're interacting with something that's been generated by AI.