During a keynote presentation at Content London on Wednesday, Louise Holmes, the director of global partnerships for EMEA at Meta, emphasised the role of artificial intelligence (AI) in creative industries, arguing it should not be viewed as a threat. Speaking to Variety, she stated, “We should be cautious of either deifying it or fearing it. After all, the things we fear most are often those we understand least. Personally, I see AI not as a threat but as an opportunity.”
Holmes' insights come as businesses across various sectors increasingly integrate AI into their operations. Her team at Meta focuses on supporting key creators, public figures, media companies, and film studios throughout Europe, the Middle East, and Africa in their efforts to develop their brands and influence on platforms like Facebook and Instagram. Prior to her role at Meta, Holmes served as the Vice President General of Paramount, Comedy Central, and MTV Networks at Viacom CBS U.K., where she played a significant role in appealing to younger audiences.
In her address, Holmes discussed how AI can serve as a valuable ally in creative fields. She highlighted benefits such as democratising creativity, boosting productivity, improving operational efficiency, enhancing global content distribution, and providing deeper insights into content performance. Holmes asserted, “Generative AI will supercharge creativity, but importantly not replace it,” while cautioning that AI is unlikely to predict the next successful content, as “the most successful ideas are a punt on something bold and left-field.”
Further stressing the importance of human creativity, she declared, “To be clear, despite its potential, here creativity trumps AI every time. Storytelling... will endure and so will the appeal of real lives with all their messiness, imperfections and authenticity.”
Holmes also outlined Meta's ambitious plans regarding AI technology. She revealed that the company's AI assistant is on track to become the most widely used global AI assistant by the end of the year, with a user base of 500 million. Looking ahead, Meta plans to unveil the Orion glasses—augmented-reality eyewear—which will enhance user interaction. Additionally, the company aims to develop AI "twin" avatars that will assist creators in managing daily tasks, such as responding to direct messages.
Among Meta’s future projects is a dating advice feature inspired by the reality show “Love Is Blind,” and a MovieGen prototype that is being developed in collaboration with Blumhouse, expected to see integration next year.
Holmes urged attendees to embrace AI, encouraging them to engage with the technology rather than shy away from it. “Don’t be afraid of AI,” she stated. “Make a point of understanding it, embrace it, experiment and make it work for you.”
She concluded her remarks with a forward-looking note, suggesting that “maybe next year, our future AI twins will be sitting here instead of us whilst we’re using our time in even more valuable ways.”
Source: Noah Wire Services