From the Hollywood writers' strikes to the creation of 'deepfake' images and videos, the use of artificial intelligence (AI) tools in media production continues to be a hot industry topic.
This project will investigate the use of generative AI tools in media creation – focusing on collaboration, creativity, and representation. This includes concerns about copyright, job security, and other ethical and legal challenges.
The team will produce a short film using AI tools at each stage of the production process - including the script, image creation, sound and music, and post production.
The project has received over £170,000 in funding from the Arts and Humanities Research Council (AHRC) as part of the Bridging Responsible AI Divides (BRAID) programme, which will support the development of responsible AI and how it can be embedded across key sectors.
Dr Szilvia Ruszev
Senior Lecturer in Post Production
We hope that through the discussions and the use of these tools, we can develop a more nuanced understanding of how we can still be creative and use AI in a responsible way.
Collaboration and representation
The tools will be evaluated from the perspectives of representation, collaboration and creativity as well as exploring key legal aspects.
Fictional media has a history of shaping societal understanding of stereotypes through media representation but the data used to create content through AI is not objective and the team will explore the impact this has on the representation of identities and groups.
There are also issues around copyright to explore - such as who owns the idea - and other ethical and legal challenges that need to be addressed.
Stakeholder engagement
At each stage of the process, the team will hold workshops which will include talks about the issues being investigated and hands-on experience with helping to create the AI-generated film.
The workshops will be open to BU staff and students, as well as industry stakeholders and policymakers.
