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ITV CEO reveals broadcaster is trialling AI

Carolyn McCall said the broadcaster is already working with a number of partners on trialling AI in post production use cases

ITV CEO Carolyn McCall has revealed the broadcaster is trialling using artificial intelligence in its post production workflows.

Speaking to the Hollywood Reporter, McCall said she sees generative AI as offering a “significant opportunity”, adding the broadcaster is already trialling it in post production use cases.

“Although it is easy to see the threat of generative AI, and some of that can be overwhelming, we are doing everything we can to explore and experiment so we are clear where to focus our efforts — on the opportunities but also on mitigating the threat,” she added.

McCall said ITV is already working with a number of partners who are “some way ahead”.

But she also stated that ITV continues to believe that “human direction, oversight and experience” remain key to the production of what she described as the broadcaster’s premium shows, adding she considers AI as a “co-pilot”.