BBC Halts Use of Generative AI After a Failed Doctor Who Promotion Resulted in Massive Viewer Complaints

This decision represents a significant shift in strategy for the BBC, which had initially announced plans to utilize generative AI for crafting marketing copy for Doctor Who as part of an experimental initiative.

David Housden, the BBC's Head of Digital Media Inventory, had previously expressed optimism about the potential of AI in expediting the creation of promotional materials for the series, including visual content depicting The Doctor in his various incarnations.

The controversy surrounding the use of AI in creative industries has been highlighted by recent events, including protests, legislation passed by several nations, and strikes by U.S. actors and writers seeking clear guidelines on its usage.

Last year, the Writers Guild of America (WGA) and Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) had prolonged strikes before reaching an agreement prohibiting the use of AI to write or rewrite literary material and protect actors' rights, underscoring the complexities surrounding AI-generated content.

In the UK, where Doctor Who is produced, industry organizations like Pact have issued guidelines governing the use of AI in television production. The U.S. and the EU have also taken steps to regulate the use of AI, starting with a call for businesses to self-regulate before full regulations are implemented.

Despite advancements in AI technology showcased by companies like OpenAI, concerns persist regarding its impact on traditional creative processes, data privacy, ethics and labor rights within the entertainment industry and beyond.

As discussions surrounding AI in entertainment continue, the BBC's decision to halt its use of AI in the promotion of Doctor Who serves as another example of the current chaos between ethical and practical use of that technology. What role should AI play in shaping the future of marketing shows like Doctor Who, and how can concerns about its implications be addressed effectively?

The new season of Doctor Who is scheduled to premiere in May on the BBC, and for the first time, simultaneously streaming on Disney+. The new season stars Ncuti Gatwa as The Doctor and Millie Gibson as Ruby Sunday.