Policy Connect recently partnered with Bournemouth University to host the parliamentary launch of their research project on ‘Generative AI in Media Creation’.  

The research, funded by BRAID UK and the Arts and Humanities Research Council (AHRC), examines the use of generative AI tools in media creation as it changes the boundaries of what constitutes creativity, authorship, and ownership in unprecedented ways.  

‘Shared Post-Human Imagination: Human-AI Collaboration in Media Creation’, set out to interrogate and understand the impact of generative AI on the concepts of creativity, bias, and collaboration within media production.  

Chaired by Lord Tim Clement-Jones, the launch event featured a presentation from the Bournemouth University team in which they outlined seven core principles to adhere to when working with generative AI tools for media production: 

• Accountability. 
• Transparency. 
• Redress bias. 
• Collaboration.  
• Interdisciplinarity.  
• Informed, affirmative consent.  
• Open datasets.  

Alongside recommendations to introduce a regulatory framework for generative AI, Bournemouth University have outlined a range of potential policy interventions. These can be accessed here. 

The session featured an insightful discussion on the research project and its findings, particularly regarding the need for education on responsible use of Generative AI, and its impact of intellectual property, labour, and accessibility.  

Authorship and intellectual property of both the input and output of generative AI were identified as crucial to ensuring fair and sustainable use of generative AI that enhances job opportunities for the media industry. 

There was also a focus on accessibility, with participants remarking on the importance of encouraging more diversity in generative AI development and increasing access to education on responsible use of generative AI tools in the media industry.  

For more information about the event or Policy Connect’s work on AI, please contact communications [at] policyconnect.org.uk (communications[at]policyconnect[dot]org[dot]uk).