Key panellists include:

• John Rhys-Davies Actor, Lord of the Rings, Indiana Jones, Aquaman Sheridan 
• Thomas Global Head of Production, Great Guns 
• Cath Waller, MD Advertising, Immediate 
• Dr. Kingsley Marshall, Head of the School of Film and Television, Falmouth University Moderator: 
• Axel Threlfall, Editor at Large, Reuters

In this session, John Rhys-Davies emphasised AI as an existential threat to humanity, predicting that the technology will soon outperform actors and possibly replace them. 

He shared an example of a contract he refused to sign, which sought rights to his performances in perpetuity, highlighting the industry's shift towards digital replication of artists. 

Kingsley Marshall pointed out that students in film schools are resistant to AI, viewing it as a tool dominated by big tech rather than aiding creativity. He stressed the importance of teaching students about AI’s limitations and potential, advocating for a balanced approach where human creativity remains central. 

Chez Thomas discussed AI's role as a co-creator rather than just a passive assistant. He noted the rapid development of AI technologies such as ChatGPT, which have evolved to demonstrate critical thinking skills. While AI can mimic human creativity, Thomas argued that it could lead to mediocre outputs without human involvement. He highlighted the importance of human input in maintaining originality and quality in creative projects. 

Kath Waller echoed this sentiment from the publishing perspective, stating that AI can free up time for deeper storytelling while also posing a threat to the industry's ecosystem if not properly regulated. She underscored the necessity of human involvement in creating authentic content, particularly in advertising where consumers are adept at detecting inauthenticity. 

The discussion also touched on broader societal implications, with John Rhys-Davies warning of AI's potential to disrupt democracy and capitalism. He suggested that AI could lead to a concentration of wealth and power, undermining the economic stability. Rhys-Davies proposed radical solutions such as universal basic income and the elimination of income tax to revitalise the economy. 

The panel acknowledged the benefits of AI but stressed the need for regulation and ethical considerations. The session concluded with a call to action for the creative industry to find ways to integrate AI responsibly while preserving human creativity and authenticity.

Takeaways

AI's potential to replace human creativity

John Rhys-Davies warned that AI could soon outperform and replace actors, leading to a fundamental shift in the creative industry. This transition could undermine the careers of actors, directors, and writers, making it crucial to address the ethical and economic implications. The industry must find ways to integrate AI responsibly while preserving human creativity.

The importance of human input for originality

Chez Thomas argued that AI, while capable of mimicking human creativity, risks producing mediocre content without human involvement. Human input is essential to maintain originality and ensure the quality of creative projects. This underscores the need for collaboration between AI and human creators to achieve distinctive and impactful content.

Regulation and ethical considerations are critical

Kath Waller stressed the necessity of regulation and ethical considerations to manage AI's impact on the publishing industry. AI can free up time for deeper storytelling but also poses a significant threat if not properly regulated. Ensuring that AI technologies are used responsibly is vital to preserving authenticity and trust in creative content.