The Entertainment, Sport and Media Community recently hosted a compelling webinar for members exploring the evolving role of artificial intelligence across the creative industries.
With expert insights from Ben Bilsland (RSM UK) and Tom Morrod (Caretta Research), and chaired by Adam Edelshain, the session offered a timely look at how AI is reshaping workflows, business models and creative processes – and what professionals need to know now.
From buzzword to business tool
AI is no longer a futuristic concept – it’s already embedded in the day-to-day operations of media and sports organisations. Tom Morrod opened the session with a clear-eyed view of how AI is being used across the industry. Rather than replacing creativity, AI is being deployed to streamline repetitive tasks: generating metadata, automating highlight reels, and enhancing localisation through voice cloning and lip-syncing.
What’s particularly striking is the gap between technology vendors and content buyers. While vendors are optimistic about AI’s potential to transform creative work, broadcasters and production companies are more cautious. Most prefer AI to be integrated into existing tools rather than introduced as standalone solutions. The focus, for now, is on efficiency and operational gains – not replacing human creativity.
Strategy, governance and the role of finance
Ben Bilsland brought a strategic perspective to the conversation, highlighting how finance and leadership teams can prepare for AI adoption. His message was clear: AI should be aligned with an organisation’s core purpose. Whether you're a Formula 1 team or a media company, the question isn’t “How do we use AI?” but “How does AI help us achieve our goals?”
Ben outlined a practical framework for AI readiness, covering everything from identifying use cases and piloting solutions to ensuring robust data governance and upskilling teams. He also emphasised the growing importance of finance professionals in shaping AI strategy – particularly when it comes to risk, compliance and ethical considerations.
The discussion also touched on the regulatory landscape, with both speakers noting the tension between innovation and oversight. As AI tools become more powerful, questions around copyright, data privacy and responsible use are becoming central – especially in industries built on intellectual property.
Why you should catch up
This webinar stands out for its balance of strategic insight and practical examples. It didn’t just speculate about the future – it showed how AI is already being used, what’s working, and where the challenges lie. Whether you’re in finance, production, or leadership, the session offered valuable takeaways on how to approach AI with clarity and confidence.
From the creative tension between automation and artistry to the operational realities of implementation, the conversation was rich, nuanced and highly relevant. As Tom noted, the future may not be about replacing humans but about augmenting them – freeing up time for more meaningful, high-value work.
Thank you to our speakers and how to watch on-demand
A big thank you to Ben Bilsland and Tom Morrod for sharing their expertise, and to Adam Edelshain for guiding the discussion. If you missed the live session, we strongly encourage you to watch the webinar on demand. Whether you're just starting to explore AI or already experimenting with tools, this is essential viewing for anyone working in the entertainment, sport or media sector.
