The creators behind hit TV shows like Derry Girls and Big Boys have expressed discontent after ITV posted a job advertisement for a “head of generative AI innovation” tasked with integrating AI into content creation for TV shows and films.
The £95,000 London-based role has sparked backlash from writers and industry professionals who fear the move could undermine human creativity.
Lisa McGee, creator of Derry Girls, described the development as “incredibly depressing” and “unethical,” considering how AI-generated material is produced.
McGee and others worry about the impact of replacing human storytelling with algorithms, emphasizing the unique qualities of screenwriting, such as personal perspective and tone, that AI cannot replicate.
Ellie Peers, general secretary of the Writers’ Guild of Great Britain, criticized ITV’s decision, suggesting that the broadcaster should invest in screenwriters instead of AI technology.
“We strongly oppose this move from ITV, which also raises serious questions about IP,” she said, adding that the Guild would address the issue with ITV.
Liam Williams, creator of Ladhood, and Jack Rooke, creator of Big Boys, echoed these concerns.
Rooke pointed out that ITV’s most successful shows, like Coronation Street and Mr Bates Vs The Post Office, were born from human experiences and real-life stories, not AI.
He warned that by embracing AI, ITV risks undermining the heart of its creative successes.
In response, an ITV spokesperson stated that while AI could enhance creativity and production processes, it would not replace the human teams driving their content.
The spokesperson added that ITV is exploring AI’s potential to help staff work more efficiently.
This controversy comes on the heels of the writers’ strike in the U.S. last year, where similar concerns over AI and job security led to a months-long standoff, disrupting popular shows like Stranger Things and The Last of Us.
The debate over AI’s role in entertainment continues, with many fearing that technology may dehumanize the art of storytelling.
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