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AI in the Screen Sector: Perspectives and Paths Forward

This report represents, to the best of our knowledge, the first UK-wide exploration of the overall impact of generative artificial intelligence (AI) on the full breadth of the UK's screen sector.

Posted: 09 June 2025
A surreal black‑and‑white scene shows a flat, rectangular platform floating above rough, stormy ocean waves. A small turtle sits near the center of the platform, while a tall wading bird with long legs and outstretched wings stands near the edge. The sky is dark and foggy, adding to the dramatic, dreamlike atmosphere.A surreal black‑and‑white scene shows a flat, rectangular platform floating above rough, stormy ocean waves. A small turtle sits near the center of the platform, while a tall wading bird with long legs and outstretched wings stands near the edge. The sky is dark and foggy, adding to the dramatic, dreamlike atmosphere.A surreal black‑and‑white scene shows a flat, rectangular platform floating above rough, stormy ocean waves. A small turtle sits near the center of the platform, while a tall wading bird with long legs and outstretched wings stands near the edge. The sky is dark and foggy, adding to the dramatic, dreamlike atmosphere.
AuthorsAngus Finney, Brian Tarran, Rishi Coupland
Image creditStill from Honu (2024), an AI-generated short film by Holden Boyles / The Ambiguous Company
Read and download the report

The UK’s strong foundation in creative technology ... positions it well for [AI] innovation. However, an uneven distribution of AI expertise and limited internal resources in smaller organisations pose challenges to experimentation. Bridging this gap will be essential to unlocking the full potential of generative AI in the UK screen sector.

About

Generative AI has the potential to transform how screen stories are developed, content is produced, and audiences engage with media. In time, the implications will be far-reaching. To ensure that the UK remains a global leader in screen production and creative innovation, policymakers must act to support ethical, sustainable, and inclusive AI integration across the sector. Based on an analysis of available data, together with targeted expert interviews and industry surveys, the report surfaces key insights into the existing and potential effects of generative AI. It concludes with a roadmap and nine recommendations that seek to align technological advancement with ethical responsibility and economic opportunity.