Undoubtedly, generative AI is revolutionising 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. 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. 

This project has received funding from the Arts and Humanities Research Council (AHRC) as part of the Bridging Responsible AI Divides (BRAID) programme. The project set out to interrogate and understand the impact that generative AI tools are having on the concepts of creativity, collaboration, and bias within media production, where questions of control, agency, skill, labour, exploitation, and representation are particularly pertinent to the hopes and fears of the creative industries. Bringing together stakeholders from different parts of the generative AI media landscape, we sought to foster relationships amongst developers, filmmakers, policymakers, and end users. By facilitating discussions across AI divides, this project revealed a complex landscape in which the perceptions, impact, and applications of AI tools vary across different industrial contexts.