GenAI in the Screen Sector: From Insight to Action

In June 2025, the British Film Institute released one of the most comprehensive studies yet on the impact of generative AI across the screen sector. Drawing on extensive research and industry consultation, the report maps how GenAI is already affecting film, TV and games – from creative development to production and audience engagement – and sets out nine recommendations for sustainable and ethical integration.

Rishi Coupland, Director of Research and Industry Innovation at the BFI and lead author of the study, will share the report’s key insights and explore their wider implications beyond the UK. In the following fireside chat, he will discuss what these findings mean for media professionals navigating the AI landscape, and where industry, creators and policymakers need to focus next.