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U.K. public service broadcaster ITV has come under fire after a job advert for a âhead of generative AI innovationâ went viral.
The advert, which was posted on LinkedIn as well as other job sites, says the role will include spearheading âAI-driven innovations in content creation for TV shows, films, and digital-first content across ITV Studios and ITVXâ and implementing tools like âAI-generated ideation, character development, and enhanced production graphics.â
The chosen candidate, who will be based in London, will be paid up to ÂŁ95,000 ($124,000) per year with the potential for an annual bonus and âgenerousâ vacation allowance to boot.
Television writers have reacted with outrage to the job posting, however. In a statement, Ellie Peers, general secretary for the Writersâ Guild of Great Britain (WGGB), said: âWe were shocked to hear that ITV are intending to bring in an AI expert to replace writers and other creators. Thereâs no shortage of story ideas out there, though sadly there appears to be an unwillingness to pay for them. If the broadcaster has a spare ÂŁ95,000, they would be better off investing in screenwriters rather than gimmicks. We strongly oppose this move from ITV, which also raises serious questions about IP. We will be talking about this to ITV as a matter or urgency.â
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Other well-known screenwriters have also spoken out. âDerry Girlsâ creator Lisa McGee said she found the news âincredibly depressing and, considering how Al material is generated, unethical.â
âI personally donât think this model will work,â McGee added. âGreat stories are in the telling, the tone, the point of view, the personal. Screenwriting is both an art form and a craft and I think what I find most disturbing is this desire to replace us.â
Liam Williams, creator of BBC comedy âLadhood,â also described the job posting as âdepressingâ and urged creatives to join a union, such as the WGGB.
Jack Rooke, creator of BAFTA-winning Channel 4 comedy âBig Boys,â added: âITV are neglecting to realise their most successful scripted projects have always been born out of real life human experience. Recent hits like âMr Bates Vs The Post Officeâ and long running soaps like âCoronation Streetâ have quite literally shaped, reflected and changed our society, and they are shows built by real life writers, creating characters we have loved for decades.â
âThat is what ITV have always been good at. ITV and their channel executives should be further investing in creative writing talent to continue developing mainstream stories for audiences, as opposed to cost-cutting in de-humanising ways. Writers currently working on ITV productions should be supported in making this stance unequivocally clear, until ITV realize what potential fight they could have on their hands.â
A spokesperson for ITV said: âAt ITV we are using AI tools to enhance and expand our creative and production processes. While nothing can replace the human creativity of our teams, we are exploring how GenAI can help our staff to work more efficiently and creatively and optimise our content for viewers.â