Andy Corp, Head of Product at BBC Studios, is at the forefront of integrating artificial intelligence into one of the world’s most revered broadcasting institutions. Overseeing the development of bespoke production applications and supporting on-screen productions, Corp took on the additional responsibility of embedding AI into the BBC’s operations approximately 15 months ago. This role has positioned him as a pivotal figure in ensuring that the BBC engages with generative AI technologies thoughtfully and safely. In a recent discussion, Corp detailed the pioneering use of Runway Characters in a live segment for the show Morning Live.
Established as the commercial arm of the BBC, BBC Studios produces content for numerous global channels and streaming services while also serving as a leading distributor and channel operator. In his role, Corp leads teams working across applications and engineering to empower production and business units. The formal introduction of AI into his responsibilities about a year ago prompted a concerted effort to explore opportunities for its application throughout the organization’s value chain, particularly in image and video production. “We’ve been working with Runway to understand the possibilities and challenges with this technology,” Corp explained.
The decision to employ Runway during the show’s “AI Unpacked” themed week stemmed from a desire to explore the multifaceted implications of AI. “Morning Live is a daily live show, so it made sense to ask: what could we do here that would actually put AI to work rather than just talk about it?” Corp noted. The production team had an initial vision for an AI avatar, which led to an exploration of the feasibility of interactive AI avatars, a project that was initiated six to eight months prior. However, at that time, the technology did not meet their needs. With recent advancements in Runway’s capabilities, the team had approximately one week to realize their idea.
For the segment, a gardening theme was chosen, allowing for audience interaction and leveraging available expertise to validate responses. This focused approach ensured that the avatar would provide credible answers without straying from the topic. “Gardening turned out to be well-suited for that – it feels broad, but it’s actually quite bounded in terms of knowledge referenced,” said Corp, who emphasized the importance of crafting a manageable domain for the AI’s responses.
Transparency was a critical consideration in the production, especially given the live format of the show. Presenters actively sign-posted the use of the AI avatar, which was designed to be distinctly non-human-like to avoid misleading viewers. “Using an avatar to discuss AI really brought the subject to life,” Corp stated, highlighting the avatar’s role in facilitating a meaningful dialogue on the current implications of AI technology.
The technical challenges of integrating the avatar into a live broadcast were significant, with latency and compatibility with existing broadcast systems being primary concerns. “It’s a live show, so dead air is not an option,” Corp remarked. The tight timeline also imposed practical constraints, but collaboration with the Runway team enabled rapid iteration on the avatar’s design and functionality. “I was impressed it worked so well in that short space of time,” he added.
The knowledge base for the AI avatar was carefully curated to ensure it could respond accurately to viewer inquiries. The interaction model, where questions came directly from the audience, provided a more authentic test of the technology compared to scripted scenarios. “That’s a more honest test than a scripted demo,” Corp explained.
Looking ahead, Corp expressed enthusiasm for the potential of AI avatars in future projects, emphasizing the importance of finding the right context and format. He believes that the next wave of creativity lies not in replicating existing methods but in leveraging generative AI to create possibilities beyond traditional tools. “I think we’re in the early innings of that with generative AI,” he noted, underlining the need for improvements in controllability to reduce trial and error in real-time applications.
For broadcasters and media organizations considering AI adoption, Corp advises an agile approach to planning. Traditional infrastructures often take months to develop, which can become obsolete quickly in the fast-evolving AI landscape. “Engineer agility into your planning,” he urged. Emphasizing the need for adaptability, he remarked, “Stay engaged, stay curious and don’t over-invest in any single pipeline. Build knowing you’ll need to rebuild.” As the industry navigates this transformative technology, the insights from Corp’s experiences at BBC Studios may serve as a valuable guide for others in the media landscape.
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