Creativity and AI: How Soon is Now?

With AI affecting every sector, this event was specifically structured to explore its effect on creative industries and how companies may incorporate the technology. Jules McKeen, Partner and Head of our Global Media Practice, welcomed media leaders to engage in a dynamic discussion with experts from gaming, TV, advertising and legal fields. 

Challenges and opportunities 

The discussion highlighted the uncertainty and significant impact of AI on creative industries, emphasising that today’s strategic decisions will shape the future. The panel stressed the importance of human talent in leveraging AI and shared their experiences with the challenges faced by hiring managers in this evolving landscape. 

Examples of AI application across the creative sector value chain, from technical to ideation and production, were explored. The importance of integrating AI into organisational strategies was emphasised, along with the associated risks, such as job displacement and intellectual property issues. 

Strategic investment in AI 

The panel emphasised the need for a collaborative culture, effective data management, and strategic investment in AI.

The potential for AI to democratise creativity and enhance efficiency was noted, alongside regulatory and ethical considerations.  

The panel highlighted the discomfort of integrating AI within rigid legal frameworks, suggesting a cultural appraisal of risk and a 'sandboxing' approach in boardrooms. Selecting trustworthy third parties for platforms and data was identified as a key challenge. 

AI adoption across sectors 

AI's impact on media industry subsectors varies widely, affecting business models and scalability. Many grapple with intellectual property issues, regulation, and how to ensure fairness when the models have been trained on human creativity. There is no doubt that this is a critical adjustment period, with sectors addressing challenges differently. Some are focusing on improving efficiency in tasks like editing and data aggregation, while others are more cautious.

The conversation covered the importance of human oversight in AI projects and the rapid integration of new technology platforms, urging companies to adapt their cultures. Legal discussions focused on understanding ethical implications, potential IP infringements, and the need for clear contracts with service providers.

The event provided a jumping off point for discussion amongst other CEOs, creative leaders and investors from a range of creative industry sectors. This is a rapidly changing environment and one we will continue to return to as its impact on the talent of today and the future is already taking effect.  

Odgers Berndtson's expansive network across the creative and technology industries underlines the crucial role of talent in the decisions being made now for the future of AI in creativity. The rapid acceleration of AI adoption highlights the importance of equipping teams with the right skills, highlighting the evolving responsibilities that extend beyond the CTO to encompass the entire organisation.

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Get in touch. Follow the links below to discover how our global Media Practice can help your organisation, or get in touch with your local Odgers Berndtson office here.