To what extent can we embrace AI as a clever and helpful tool in the creative production process, and to what extent will it redefine what is considered to be legitimate creative work? In this session our two contributors present new research which will give us powerful insights into both these aspects of AI. First, an international marketing organisation unveils a study which reveals how creative professionals themselves navigate the evolving interplay between technological assistance, creative control and shifting notions of value in their work. The conclusions are significant and point the way for industry policymakers.

The second presentation will be by a collaboration between a European public service broadcaster and a specialist AI media company. They report on a trial where an AI functional assistant attempts to automate processes in news production. This was done over a 10-month period in a real-world situation and involved both technical and editorial staff. The detailed and valuable conclusions demonstrate just how challenging the trial turned out to be and discusses the lessons learnt.

Two supporting papers are also available – one using AI to automate quality control of broadcast audio and the other a comprehensive overview and update on the TRANSMIXR/IBC Accelerator - AI/XR for production proof-of-concepts.