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Tilly Norwood creator Eline van der Velden has urged the PSBs to increase their investment in AI despite the negative connotations around the technology \u2013 suggesting that working with AI is akin to admitting to having an STD.\u00a0<\/p>\n
Van der Velden\u2019s AI actor Norwood rose to global prominence last year, prompting Hollywood actors and key industry figures to push back at the fast-growing software and its potential impact on the creative sector.\u00a0<\/p>\n
But the Particle 6 chief executive told the opening session of the Edinburgh TV Festival that she had signed \u201chundreds of NDA\u2019s\u201d with companies around the world as firms ranging from US studios to local indies look to adopt AI into their processes.\u00a0<\/p>\n
\u201cThere aren\u2019t many boardrooms we haven\u2019t been invited into,\u201d she said, adding that she knew \u201chow much companies are working with AI behind the scenes.\u201d \u00a0<\/p>\n
The problem, she joked, is that \u201csaying you\u2019re working with AI is like saying you have a STD, no one\u2019s wanting to admit that.\u201d\u00a0<\/p>\n
Van der Velden urged UK-based PSBs to shrug off the stigma and invest in training staff in AI ensure the country remains a creative force.\u00a0<\/p>\n
\u201cThere is a huge arms race going on here. Britain has been a creative powerhouse because we can create as we want to,\u201d she continued, adding that the tech should be seen as \u201ca whole new medium\u201d and not be employed as a cost cutting exercise.\u00a0<\/p>\n
Joshua Barnett, chief exec at Sister Group\u2019s recent acquisition After Party Studios, said his company had used AI on the creative deck for The Ultimate Football Challenge hosted by J\u00fcrgen Klopp, while James Duncan, co-founder at ShxtsNGigs, said he was not worried about AI-created content usurping his YouTube audience.\u00a0<\/p>\n
The tech offers an additive to human creation, he suggested, adding that its best use at present is for \u201cthings we can\u2019t physically do\u201d and AI-generated videos of \u201chumans doing four backflips off a mountain\u201d wouldn\u2019t be popular.\u00a0<\/p>\n
Brand power increasing and PSBs need support\u00a0<\/p>\n
Across a far-reaching session, Duncan and Barnett also pointed to the growing opportunities of working with \u201cthe thousands of brands acting like commissioners, not just the handful of digital commissioners,\u201d as the After Party boss put it.\u00a0<\/p>\n
Barnett added that PSBs attempts to focus on younger audiences by commissioning shows for YouTube had to concentrate on platform-specific content rather than creating \u201cmass appeal, vanilla\u201d shows.\u00a0<\/p>\n
There was also broad support for the PSBs, with Fozia Khan, head of unscripted at Amazon MGM Studios UK, admitting that they are vital in providing new talent.\u00a0<\/p>\n
\u201cWe\u2019re all part of the same ecosystem,\u201d she said. \u201cWe all need off screen talent and freelancers, it is really important to support that because a lot of them are coming through the PSB\u2019s. We\u2019re all interconnected.\u201d\u00a0<\/p>\n
Barnett added: \u201cEverything that is happening is staving off what is inevitable – in a few years there won\u2019t be channel one or two, there will be apps.\u201d\u00a0<\/p>\n
Asked if he would support greater prominence for the BBC, he said: \u201cYes, fund the BBC and invest in the workforce. They have to play in all the pockets. If it keeps the BBC around for longer, if they keep employing people producing UK focused content, then I don\u2019t mind.\u201d\u00a0<\/p>\n
Matthew Belloni, journalist and founding partner at US podcast Puck, added that the BBC remained the most trusted news brand in the US and urged its defence. \u201cDo whatever you can to save it,\u201d he said.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"Tilly Norwood creator Eline van der Velden has urged the PSBs to increase their investment in AI despite…\n","protected":false},"author":2,"featured_media":750501,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20],"tags":[554,733,4308,86,56,54,55],"class_list":["post-750500","post","type-post","status-publish","format-standard","has-post-thumbnail","category-artificial-intelligence","tag-ai","tag-artificial-intelligence","tag-artificialintelligence","tag-technology","tag-uk","tag-united-kingdom","tag-unitedkingdom"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/750500","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/comments?post=750500"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/750500\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media\/750501"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media?parent=750500"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/categories?post=750500"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/tags?post=750500"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}