Shared Post-Human Imagination: Human-AI Collaboration in Media Creation

Human-AI Collaboration in Media Creation

Shared Post-Human Imagination: Human-AI Collaboration in Media Creation

Investigating the use of generative AI tools in media creation in the context of responsible AI.

The UK Creative Industries contribute over 拢124 billion to the UK economy and account for more than 5.7% of the total UK Gross Value Added (GVA).1 Yet, feelings of uncertainty regarding what impact generative AI tools like ChatGPT, Midjourney, and Suno are having on the Creative Industries are threatening to destabilize this contribution.听

Undoubtedly, generative AI is revolutionizing media production, changing the parameters of what constitutes creativity, authorship, and ownership in unprecedented ways. Now more than ever, users of generative AI can produce stories, scripts, images, music, and even entire films simply by prompting widely available, often free-to-use AI models that have been trained on large datasets through machine learning processes.
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However, these same technological breakthroughs have also brought with them a series of moral, ethical, and legal challenges that need to be addressed as a matter of urgency.听

At present, there currently exists little in the way of guidance, regulation, and recommendations for best practices regarding how to integrate generative AI, specifically, into UK media production in a responsible and ethical way.听
Hence, this research emerges as a timely intervention into the creative industries by assessing the limitations and opportunities of using generative AI in media creation.听听
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The project has received over 拢170,000 in funding from the Arts and Humanities Research Council (AHRC)听as part of the , which will support the development of responsible AI and how it can be embedded across key sectors听拢100m boost in AI research will propel transformative innovations.

Aims and Objectives

The project set out to interrogate and understand the impact that generative AI tools are having on the concepts of creativity, collaboration, and bias within media production, where questions of control, agency, skill, labour, exploitation, and representation are particularly pertinent to the hopes and fears of the creative industries. Bringing together stakeholders from different parts of the generative AI media landscape, we sought to foster relationships amongst developers, filmmakers, policymakers, and end users.听

By facilitating discussions across AI divides, this project revealed a complex landscape in which the perceptions, impact, and applications of AI tools vary across different industrial contexts.听

Research Questions

This research was driven by the following three research questions:听听

How is the notion of media creativity being re-evaluated within a context of responsible AI, and how can we ensure that augmentations to human creativity happen in ways that protect against extractive database practices, intellectual property infringements, and displacements of human labour?听听
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What are the implications of human-AI collaboration, and how can we make sure that collaborative work including AI tools is accountable, just and accessible to all?听
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How does the use of generative AI in media production perpetuate social biases, and how can we ensure that there is justice, transparency, and safety regarding the training of the large language models on which AI tools are built听

Workshop Recordings

Through a series of four two-day workshops, we invited academics, media professionals, and end users to participate in practical-reflective exercises designed to both facilitate participant experimentation with generative AI tools and ascertain the prevailing hopes and concerns about generative AI鈥檚 impact on screenwriting, image creation, editing, and sound and music.

Workshop 1:听Scriptwriting

Workshop 2: Image Creation

Workshop 3: Editing

Workshop 4: Music/Sound Creation

Project Team:

蜜桃AV, UK

- Senior Lecturer in Post Production (Principal Investigator)听
- Professor of Computer Animation and Deputy Head of Department
- Principal Academic in Screenwriting
-听Associate Professor in Music and Audio Technology
- Principal Academic in Law

University of Michigan, US

- Assistant Professor in听Architectural Design and Digital Studies

Zhejiang University, China

-听Director, Department of Industrial Design, College of Computer Science and Technology

Research Assistants听

Liam Rogers
Selin Gurgun
BoyuanCheng
James Slaymaker
Stephanie Prajitna

蜜桃AV

Human-AI Collaboration in Media Creation