In response to the criticism, ITV stated that their intention is to use AI tools to enhance creativity and efficiency, while reaffirming that human creativity remains irreplaceable.

Overall, the situation reflects a growing pessimism about the future of television if AI becomes a primary tool for content creation.

Liam Williams, creator of 'Ladhood,' echoed these sentiments, calling the job listing 'depressing' and encouraging creatives to unionize.

Ellie Peers, general secretary of the Writers' Guild of Great Britain, criticized ITV for prioritizing AI over adequate compensation for original story ideas from writers.

This position offers a competitive salary between £80,000 and £95,000, with applications closing soon, highlighting the urgency of filling this role.

However, this initiative has sparked significant backlash from industry professionals who argue that it undermines the value of human creativity in storytelling.

ITV has announced plans to hire a 'Head of Generative AI Innovation' to lead AI-driven innovations in content creation for its television shows, films, and digital content.

Critics, including writers from popular shows like 'Derry Girls' and 'Big Boys,' have condemned the job advertisement, expressing concerns about the implications of AI in creative roles.

Lisa McGee, creator of 'Derry Girls,' described the job posting as 'incredibly depressing' and raised ethical concerns regarding AI-generated material.

Jack Rooke, known for 'Big Boys,' emphasized that successful scripted shows are rooted in human experiences and urged ITV to invest in real writers instead of AI.

Despite the backlash, ITV maintains that human creativity will remain central to their content creation, even as they explore AI efficiencies.

This development follows a significant writers' strike in the US, which highlighted concerns over job security due to advancements in AI.