The British Broadcasting Corporation (BBC) has reversed its decision to employ generative AI technology in the marketing campaign for the popular sci-fi series Doctor Who after facing extreme backlash from viewers.
Doctor Who is the BBC Studios’ longest running science fiction TV show and it is no stranger to controversies. Just last year, the 60th anniversary specials sparked mixed reactions due to the alleged prevalence of “woke” themes. This time around, the issue centers on the use (or abuse) of artificial intelligence (AI).
Swinging and bopping all the way to May 🕺🏾#DoctorWho premieres with two episodes on @BBCiPlayer in the UK 11th May and @DisneyPlus 10th May where available pic.twitter.com/cAAAltKFDv
— Doctor Who (@bbcdoctorwho) March 22, 2024
After conducting a limited trial run, the BBC’s marketing team has confirmed that they will not proceed with further AI technology in promoting Doctor Who. The trial involved utilizing generative AI to draft promotional text for two emails and mobile notifications related to the series. The BBC Complaints website subsequently received the feedback about this trial – and it was not good.
Responding to complaints from viewers regarding the use of AI in promoting Doctor Who, the BBC clarified its stance on its complaints website. The statement acknowledged the trial use of generative AI but assured that there are no future plans to employ this technology for promotional purposes. As per the BBC’s complaints website statement:
As part of a small trial, marketing teams used generative AI technology to help draft some text for two promotional emails and mobile notifications to highlight Doctor Who programming available on the BBC. We followed all BBC editorial compliance processes and the final text was verified and signed-off by a member of the marketing team before it was sent. We have no plans to do this again to promote Doctor Who.
It should be noted that the BBC did not disclose the exact number of complaints received. That said, we’re sure it would certainly be a significant number, given the swiftness of the response and the finality of the action taken.
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.
