U.K. public service broadcaster ITV has come under fire after a job advert for a “head of generative AI innovation” went viral.
The advert, which was posted on LinkedIn as well as other job sites, says the role will include spearheading “AI-driven innovations in content creation for TV shows, films, and digital-first content across ITV Studios and ITVX” and implementing tools like “AI-generated ideation, character development, and enhanced production graphics.”
The chosen candidate, who will be based in London, will be paid up to £95,000 ($124,000) per year with the potential for an annual bonus and “generous” vacation allowance to boot.
Television writers have reacted with outrage to the job posting, however. In a statement, Ellie Peers, general secretary for the Writers’ Guild of Great Britain (WGGB), said: “We were shocked to hear that ITV are intending to bring in an AI expert to replace writers and other creators. There’s 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 £95,000, 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.”
Other well-known screenwriters have also spoken out. “Derry Girls” creator Lisa McGee said she found the news “incredibly depressing and, considering how Al material is generated, unethical.”
“I personally don’t think this model will work,” McGee added. “Great 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.”
Liam Williams, creator of BBC comedy “Ladhood,” also described the job posting as “depressing” and urged creatives to join a union, such as the WGGB.
Jack Rooke, creator of BAFTA-winning Channel 4 comedy “Big Boys,” added: “ITV are neglecting to realise their most successful scripted projects have always been born out of real life human experience. Recent hits like ‘Mr Bates Vs The Post Office’ and long running soaps like ‘Coronation Street’ 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.”
“That 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.”
A spokesperson for ITV said: “At 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.”
