British public broadcaster ITV has come under fire after a job posting for a ‘head of generative AI innovation’ went viral.
The advert, which was posted on LinkedIn as well as other job boards, says the role will include leading “AI-driven innovations in content creation for TV shows, films and digital-first content across ITV Studios and ITVX” and implementing tools such as “AI-generated ideas, character development and enhanced production graphics.”
The chosen candidate, who will work in London, will be paid up to £95,000 ($124,000) per year, with the option of an annual bonus and “generous” holiday pay.
However, television writers have reacted with outrage to the vacancy. In a statement, Ellie Peers, general secretary of the Writers’ Guild of Great Britain (WGGB), said: “We were shocked to hear that ITV is planning to bring in an AI expert to replace writers and other creators. There’s no shortage of story ideas, although unfortunately there seems to be a reluctance to pay for them. If the broadcaster has £95,000 to spare, they would be better off investing in screenwriters rather than gimmicks. We strongly oppose this move by ITV, which also raises serious questions about IP. We will speak to ITV about this as a matter of urgency.”
Other well-known screenwriters have also spoken out. “Derry Girls” creator Lisa McGee said she found the news “incredibly depressing and, given the way AI material is generated, unethical.”
“Personally, I don’t think this model will work,” McGee added. “Great stories are in the telling, the tone, the point of view, the personal. Screenwriting is both an art form and a craft and what I find most disturbing is this desire to replace us.”
Liam Williams, creator of the BBC comedy ‘Ladhood’, also described the job posting as “depressing” and urged creatives to join a trade union such as the WGGB.
Jack Rooke, creator of the BAFTA-winning Channel 4 comedy ‘Big Boys’, added: ‘ITV forget to realize that their most successful scripted projects have always emerged from real-life human experiences. Recent hits like ‘Mr Bates Vs The Post Office’ and long-running soaps like ‘Coronation Street’ have literally shaped, reflected and changed our society, and they’re shows built by real writers, creating characters we’ve loved for decades. ‘
“That’s what ITV has always been good at. ITV and their channel executives should invest further in creative writing talent to continue developing mainstream stories for audiences, rather than making cuts in dehumanizing ways. Writers currently working on ITV productions should be supported in making this position unequivocally clear until ITV realizes the potential battle they face.”
Variety has contacted ITV for comment.