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...
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