aceLost generation: the AI threat to Britain’s next great directors
When Ridley Scott was awarded the UK’s highest accolade for a glittering career directing films from Alien and Blade Runner to Gladiator and The Martian, he reminded those attending the Bafta event eight years ago that making commercials had been his “film school”. The advertising industry has long been a breeding ground for British film and TV talent who have gone on to make the jump to Hollywood productions, including Guy Ritchie, who started out making music videos and commercials, and Paddington in Peru dire…
As agencies shift ad production to AI to cut costs, the director's role shrinks and the commercials route that trained film and TV directors may close, risking a lost generation of talent.
The source gives only industry opinion and anecdote about the effect on directors. Glasson says AI is not yet widely adopted in advertising and that he sees no job losses, so the lost-generation concern remains a fear.
Evidence
- JournalismThe Guardian2026-10-09
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Truvace Impact Record TRV-2026-1398, v1: “Lost generation: the AI threat to Britain’s next great directors.” Truvace, 2026-10-15. /record/TRV-2026-1398 (accessed at citation time). sha256 8c683b8d17dcd6b8…
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