Derry Girls creator criticises ITV for promoting AI role as ‘incredibly depressing’ and ‘unethical’
Lisa McGee, the creator of the hit TV show Derry Girls, has expressed her disapproval of ITV’s recent advertisement seeking a head of generative AI innovation, labelling it as both “incredibly depressing” and “unethical”. The now closed job listing on LinkedIn called for AI specialists to apply for a high-ranking position offering an annual salary between £80,000 and £95,000.
The broadcaster indicated that the successful candidate would be responsible for steering the direction of AI-driven advancements within ITV Studios and the network’s streaming services. Specifically, AI technology would be utilised for tasks such as character development and enhancing production graphics.
McGee, aged 44, shared her concerns about the job posting with TV industry news platform Broadcast Now, deeming it “disturbing” and questioning the ethical implications of AI-generated content. She emphasised the importance of storytelling as an art form that revolves around human creativity, personal perspective, and narrative depth, suggesting that attempts to automate this process are misguided.
The sentiments expressed by McGee were echoed by Jack Rooke, the creator of Channel 4’s Big Boys, who emphasised that ITV’s past successes stemmed from authentic human experiences reflected in their programming. Rooke, aged 31, highlighted the profound impact of shows like Mr Bates Vs The Post Office and Coronation Street, which were crafted by real-life writers and resonated deeply with audiences over the years.
While ITV clarified that the AI role was intended to enhance and streamline creative processes rather than replace human input, concerns remain over the potential implications of relying heavily on AI technologies in content production. The network’s spokesperson emphasised that AI tools are seen as a means to augment the work of their teams, fostering greater efficiency and creativity in content creation while catering to viewer preferences.
As the dialogue surrounding AI integration in the entertainment industry continues to evolve, creators like McGee and Rooke are highlighting the enduring value of human-driven storytelling and its impact on audience engagement and societal reflection. The balance between technological innovation and artistic integrity remains a topic of ongoing debate within the media landscape.
Sources: The Independent, Broadcast Now