ITV has become the first UK broadcaster to create a senior role focused on AI innovation.
The broadcaster is hunting an “innovative and visionary leader” to take on the role of head of generative AI innovation, which commands a salary of £80,000 to £95,000.
The job involves creative material for TV shows, films and digital-first content for ITV’s platforms and ITV Studios by using tools like AI-generated ideation, character development and enhanced computer graphics.
Advertised on LinkedIn last week, the position has now closed for applications. It has attracted controversy, with producers and writers outlining their concerns of the ethics of AI in the creative process and asking why ITV is accelerating its strategy with the technology.
An ITV spokesperson said the broadcaster is “using AI tools to enhance and expand our creative and production processes,” adding: “While nothing can replace the human creativity of our teams, we are exploring how GenAI can help our staff to work more efficiently and creatively and optimise our content for viewers.”
One of ITV' highest-profile AI experiments to date was comedy Deep Fake Wars, which digital advertisers of celebrities including Idris Elba and Kim Kardashian [pictured] into unlikely scenarios.
