In a move stirring controversy within the entertainment industry, ITV recently advertised a position for a “head of generative AI innovation,” offering a salary of £95,000 for someone to lead “AI-driven innovations in content creation.” This announcement has drawn sharp criticism from notable writers, including Lisa McGee, the creator of the beloved series Derry Girls.
McGee expressed her dismay in an interview with Broadcast magazine, stating that the initiative is “incredibly depressing” and raises ethical concerns regarding how AI-generated material is created. She emphasized that storytelling is an art form deeply rooted in personal experience, tone, and perspective. “Great stories are in the telling,” McGee asserted, highlighting her belief that AI cannot replicate the nuanced craft of human writers.
The Writers’ Guild of Great Britain’s general secretary, Ellie Peers, echoed these sentiments, suggesting that ITV should redirect its financial resources toward supporting screenwriters instead of investing in what she views as a gimmick. “If the broadcaster has a spare £95,000, they would be better off investing in screenwriters,” Peers remarked. She expressed concern that ITV’s move could imply a shift toward replacing creative talent with technology, stating, “There’s no shortage of story ideas out there, though sadly there appears to be an unwillingness to pay for them.”
Other creators joined the chorus of disapproval. Liam Williams, the mind behind Ladhood, described the job listing as “depressing.” Jack Rooke, who created Big Boys, highlighted that ITV’s most successful scripted projects have always emerged from genuine human experiences. He noted, “Shows like Mr Bates Vs The Post Office and long-running soaps like Coronation Street have shaped and reflected our society, and they are crafted by real-life writers.”
In response to the backlash, a spokesperson for ITV clarified that the broadcaster is exploring AI tools not to replace human creativity but to enhance and streamline production processes. “While nothing can replace the human creativity of our teams, we are exploring how GenAI can help our staff work more efficiently and creatively,” the spokesperson stated.
This controversy comes in the wake of a significant strike by screenwriters in the US last year, where concerns about pay and job security in an age of increasing AI integration led to the halt of many popular shows. As the debate unfolds, the question remains: can AI and human creativity coexist without undermining the very essence of storytelling?
