The rapid growth and adoption of generative AI (GenAI) tools over the last two years has been accompanied by intensely opinionated debates around these tools and their outputs. These debates have revolved around the pace of GenAI adoption and the impacts it can have on the livelihoods of creatives and the nature of content being created.

This report aimed to address the use of GenAI tools amongst video creators, assessing the impact of GenAI in aiding creativity, productivity and the opportunity costs associated with the use of GenAI for video creation for a variety of contexts including film, television and video social media platforms. We undertook a mixed methods approach combining desk research, in the form of a literature review, with expert interviews – where we spoke with academics and lawyers with long expertise in intellectual property (IP) rights issues, including in the domain of AI; creatives who use GenAI, for video creation and otherwise; technologists building GenAI systems; and formal associations representing creatives. The report sets out recommendations geared towards a more ethical and holistic development and adoption of GenAI.

This research was supported by Microsoft.

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