The UK Creative Industries contribute over £124 billion to the UK economy and account for more than 5.7% of the total UK Gross Value Added (GVA).1 Yet, feelings of uncertainty regarding what impact generative AI tools like ChatGPT, Midjourney, and Suno are having on the Creative Industries are threatening to destabilize this contribution.Ìý
Undoubtedly, generative AI is revolutionizing media production, changing the parameters of what constitutes creativity, authorship, and ownership in unprecedented ways. Now more than ever, users of generative AI can produce stories, scripts, images, music, and even entire films simply by prompting widely available, often free-to-use AI models that have been trained on large datasets through machine learning processes.
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However, these same technological breakthroughs have also brought with them a series of moral, ethical, and legal challenges that need to be addressed as a matter of urgency.Ìý
At present, there currently exists little in the way of guidance, regulation, and recommendations for best practices regarding how to integrate generative AI, specifically, into UK media production in a responsible and ethical way.Ìý
Hence, this research emerges as a timely intervention into the creative industries by assessing the limitations and opportunities of using generative AI in media creation.ÌýÌý
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The project has received over £170,000 in funding from the Arts and Humanities Research Council (AHRC)Ìýas part of the , which will support the development of responsible AI and how it can be embedded across key sectorsÌý£100m boost in AI research will propel transformative innovations.
