Update on GenAI and Creativity from ITV's Chief Architect
From Star Trek to Sheepbridge: how generative tools are changing who gets to create and what that means for media and education
Hi everyone,
Last week at the AI Summit in London, I joined a short talk by Clive Santamaria, Chief Architect at ITV. He provided a fascinating overview on how AI has shaped the world of graphics and where things are headed next.
Clive talked through a bit of history, referencing Star Trek, The Terminator, Toy Story and Avatar as examples of how graphics have evolved. Remember all of those?
Most recently, Google DeepMind released its "Sailor at Sea" video which I'have embedded below. Created with Veo 3, the new video generation model is designed to woo filmmakers and storytellers by showing how far the technology has come. Veo 3 doesn't just generate visuals, it lets you add sound effects, ambient noise, and even dialogue to creations and generates all the audio in one place.
It was a helpful recap from Clive showing how digitised graphic effects that once seemed like science fiction are now almost standard. We can generate images and videos from thought-through creative briefs and text prompts.
From Star Trek to Sheepbridge
A case study he shared using this generative AI technology was Sheepbridge Interiors, a furniture shop in Northern Ireland, which launched an entirely AI-generated ad campaign with ITV. As a non-mainstream brand, ITV used generative AI to launch the Mr Couch Potato TV advert and in doing so has opened up the door to other advertisers who traditionally couldn’t access this format and medium.
It made me think, can I generate a simple GenAI advert for a fictional local London builder? Yes I can. Although can you spot how you know it is AI generated? (Answer at the bottom of the email).
Whilst a poor creative example, it was a quick experiment using a free ChatGPT account to show the potential of this across sectors and for creative graduates to keep exploring all the GenAI tools.
In Clive’s words: “The way we learn is changing.”
It is now continuos and “not in the classroom”.
Three key takeaways from Clive’s talk
I took three key points from the talk. In note form, they were:
1. Adaptability is essential
The AI technology is moving fast. Staying current isn’t optional, it’s fundamental to both creative work and digital literacy.
2. Learning happens everywhere
Clive highlighted ITV’s Tech graduate scheme where people can upskill on AI through experimentation not just formal training. The a big takeaway here was that it is people and technology which creates the capability. And if we think about education and professional development, AI learning needs to be real time and applied. It won’t be long before we see AI only creative agencies.
Clive’s Sanatamaria, Chief Architect, ITV: “The way we learn is changing.”
It is now continuos and “not in the classroom”.
3. GenAI will open up the market
Generative tools are lowering the cost and complexity of advertising. That means more creators, more participation, and more access especially for those outside traditional creative industries.
If you’re thinking about how AI fits into your teaching, creative practice, or curriculum this is a trend worth watching closely.
What are your thoughts?
More soon,
Jonathan
Answer: Look closely at the right hand. Missing fingers are a good way to spot AI generated images (at the moment!).