Amazon Exec: AI Won't Write Next Fleabag, Will Free Creators
Kelly Day, Amazon's Prime Video international chief, said AI cuts costs and enables more stories, but won't replace human creativity like Fleabag.
Amazon's Prime Video international chief, Kelly Day, said artificial intelligence will not write the next Fleabag but will free creators from administrative tasks, speaking at the RTS London Convention.
Day argued that AI brings down costs and enables more stories, diverse voices, and creative risks. She emphasized that the technology will handle back-office work, not replace human creativity.
Amazon has an AI Studios division led by Albert Cheng, and Amazon MGM Studios recently released Luca Guadagnino's movie Artificial.
Prime Video has quadrupled its spend in UK TV, movies, and live sport over the past five years. The company spent £4B ($5.3B) in the UK since 2022, compared to £1B in the preceding five years, bringing total UK spend to £5B since entering the territory a decade ago.
The UK is Amazon MGM Studios' largest production hub outside the US, with more than 90 productions filmed there in the past decade. Upcoming UK productions include an adaptation of Stephen King's Crouch End and Irish YA series Boys of Tommen. Nicole Clemens, Amazon's international originals boss, has relocated to London. Amazon is sponsoring the RTS Convention this year.
Quick answers
What did Kelly Day say about AI and creativity?
She said AI will not write the next Fleabag but will free creators from admin tasks, while bringing down costs and enabling more stories, diverse voices, and creative risks.
How much has Prime Video spent in the UK?
Prime Video spent £4B ($5.3B) in the UK since 2022, versus £1B in the preceding five years, for a total of £5B since entering the territory a decade ago.
What upcoming UK productions does Amazon have?
Upcoming UK productions include an adaptation of Stephen King's Crouch End and Irish YA series Boys of Tommen.