Regulatory
Our commitment
ListLift makes cinematic media for the built environment using generative AI. The people who view our work deserve to know how it was made. This policy sets out how we mark, disclose, and stand behind every AI-generated image and film we produce, and how we meet our obligations under Article 50 of the EU Artificial Intelligence Act (Regulation (EU) 2024/1689).
LiftLift dba as Storytailors Limited, are a committed signatory to the EU Code of Practice on Transparency of AI-Generated Content, the framework the European Commission published in June 2026 to give organisations a recognised way to meet those obligations.
Why this matters
Our work is photorealistic. We create film and imagery of spaces that may not be built yet, or that exist but have never been captured at their best. That realism is the point of what we do. It is also exactly why transparency matters. Media this convincing should never leave a buyer, a regulator, or a member of the public unsure whether they are looking at a real photograph or an AI-generated rendering. We remove that doubt by telling people, every time.
Where we sit under the AI Act
The AI Act assigns different duties to "providers" who build AI systems and "deployers" who use them. ListLift is a deployer. We use generative AI tools under our own authority to produce media for our clients. Our binding obligations therefore fall under Article 50(4) and Article 50(5). As signatory deployer commitments of the Code of Practice (Section 2), we support the content-marking commitments (Section 1, reflecting Article 50(2)) wherever our production tools allow.
Our commitments
1. We mark AI-generated content (Article 50(2))
Where our production tools support it, we retain and pass through machine-readable provenance information, such as content credentials, that identifies our output as artificially generated. We apply this marking as far as is technically feasible and in line with recognised standards, so that downstream systems can detect how the content was made even after it leaves us.
2. We disclose AI-generated and manipulated content (Article 50(4))
Every film and image we deliver is clearly identified as AI-generated or AI-manipulated. This covers work that shows an unbuilt space, work that restages or alters an existing space, and any composite of the two. We disclose this in a way that does not spoil the work itself, but is never hidden, buried, or left to chance.
3. We make our disclosures clear and accessible (Article 50(5))
Our disclosures are written in plain language and shown clearly at the point a person first sees the content. They meet applicable accessibility requirements, so the information reaches everyone, not only those who go looking for it.
4. Humans are responsible for every frame
A human creative reviews every output before it reaches a client. AI does not publish through us unsupervised. This is our quality standard and our ethical line, and it sits alongside our disclosure duties rather than replacing them. We disclose AI generation whether or not a person reviewed the work.
What we ask of clients
When you publish media we have produced, keep our AI disclosure intact. Removing or obscuring it may breach your own transparency obligations under the AI Act, and it undermines the trust the disclosure exists to protect. If you need the disclosure adapted for a particular channel or format, talk to us and we will help you do it properly.
Governance and accountability
This policy is owned at director level and reviewed at least once a year, and sooner if the Code of Practice, the AI Act guidance, or our own tools change in a way that affects it. We keep records of how our media is marked and disclosed, so we can demonstrate compliance if a competent authority asks.
Questions
If you have a question about how a specific piece of our work was made, or about this policy, write to us at hello@listlift.com.