What are the limits for using GenAI in production and how capable is it of creating skilled and engaging content? IBC365 learns more about the recent findings from Pact’s AI working group.
It feels like the dust has settled on the detonation of ChatGPT-4 and v1 text-to-video tools and it’s now time for the adults in the room to take stock.
“We shouldn’t be rushing to the pitchforks but thinking through carefully and having an adult discussion about how we use it and how we disclose it,” says John McVay, CEO of UK-based producer’s association Pact. “It’s about having grown-up conversations with everyone in the creative value chain about what is understood in terms of consent and permission and transparency.”
McVay was speaking following Pact’s publication of guidelines and principles for its members on the implications of using generative AI for TV and film projects.
He is the first to admit that the technology generates more questions than answers.
“We’re not saying it’s going to be easy – but...
You are not signed in
Only registered users can read the rest of this article.
IBC Content Everywhere: Cloud adoption reaches a critical point
The adoption of cloud-based working practices is an ongoing process within the Content Everywhere industry. While most streaming companies have embraced the cloud, there have been concerns in the past about a lack of strategic focus and whether providers are adopting cloud-native solutions rather than relying on virtualised or cloud-ready solutions.
Virtual production after the hype: Where it actually works now
Virtual production is no longer being treated purely as spectacle or novelty – it is becoming a production tool, with clear strengths, clear limits, and a growing body of experience around how to use it well across a range of budgets. IBC365 investigates.
NAB 2026 technology round-up: “The biggest shifts in media are no longer theoretical”
The 2026 NAB Show has wrapped after welcoming more than 58,000 registered attendees and a host of new tools and technologies intent on shaping the future of media.
NAB 2026 review: “Live immersive production is here, and it’s extraordinary”
If there is a single takeaway from NAB 2026 it’s that the broadcast media industry is rebalancing. The centre of gravity is shifting, the customer base is diversifying, and the definition of “media” is expanding across sectors.
Volumetric humans: The next frontier of immersive broadcast storytelling
Volumetric humans are moving from experimental captures to live, broadcast-ready assets, reshaping the creative opportunities and practical challenges of immersive storytelling and established production workflows across virtual and hybrid environments.
