THE OFFICIAL NEWSPAPER FROM IBC
09:30-18:00
SUNDAY 15 SEPTEMBER 2024
AI IS NOTHING WITHOUT THE HUMAN TOUCH
INSIDE
Combatting fake news Collaboration by broadcasters essential to tackle spread of disinformation Page 03
Delivering the Olympics at scale Behind the scenes of the Paris production with OBS, NBC and beIN Media Page 04
Closing the skills gap Theresa Wise MBE, CEO of the RTS, introduces the mini-MBA in television and streaming media Page 20
Hood: ‘AI fl oods through all tasks we do and helps us to do radical new things we couldn’t do before’ BY MONICA HECK
We can now do the imaginative things that were once only fantasy by blending creativity with huge amounts of data and AI, according to Andy Hood, VP Emerging Technologies at WPP. Presenting at the IBC Conference, Hood described how WPP has integrated AI and generative AI into the very fabric of the company, via its cross-company WPP Open video platform, to enable people at every level of the organisation to do what they need to do.
AI ethics guidelines are embedded into the WP Open platform and WPP is very clear with
clients as to where they use genAI: “It’s a subject that requires clarity and understanding, particularly in this transition era,” said Hood. He is keen to stress that AI
doesn’t create the work, but rather people create the work using AI. “It’s more than creating an image or copy, AI fl oods through all tasks we do and helps us to do radical new things we couldn’t do before, pushing the boundaries and expanding our imagination,” he said. “It also helps transform how we do tasks from the mundane to the sophisticated.”
WPP is also investing in people,
through a partnership with Oxford University, and it has established
the WPP creative technology apprenticeship to seek out creative talent with a passion for technology that come from a huge array of backgrounds.
Hood explains that while genAI plays a huge role in the curriculum, the people are fundamental. “If we believed that genAI was going to do all this work, there would be no reason for this programme to exist,” he said. “The best people, with the best tools, do the best work. We want to do radical new things, we want to transform how we do them and dramatically expand the types of people who do this kind of work, and genAI is at the heart of a lot of that.”
AI in moderation Don’t be frightened of this new tool, says SCTE President Dr Anthony Basham Page 22
IBC Accelerators: Fighting falsehoods Industry titans team up to protect the trust in content and brands Page 24
Exhibitor news Top tools, new tech and all the stories about the industry’s movers and shakers at IBC Page 55
SHOW INFORMATION Conference programme, session agendas, fl oorplan and exhibitor list Page 35
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