I dont know about a bump, but this is a blip.
He described generative AI as a co-pilot for creatives but stressed it wont be substitutional.
It wont write the nextSuccession.
Netflix’s Fool Me Once: Produced by ITV Studios label Quay Street.Netflix
We see it as something that over time will be helpful but is much more embryonic.
McCall, meanwhile, talked up how AI is helping streamer ITVX with targeted ads.
The program is designed to de-risk any cyclical or structural shocks that may occur in future, McCall said.
You cant do that completely but what we are doing is building ourselves headroom and future-proofing, she added.
That is why we have accelerated what we are doing and it is across everything.
