The BBC director-general has praised an unofficial, AI-generated episode of Doctor Who, describing it as “pretty good” amid ongoing discussions on the role of artificial intelligence in broadcasting. Matt Brittin, who assumed the leadership role after a career at Google, spoke about the rapid pace of technological change and its implications for content production at the Royal Television Society London conference on Tuesday.

Brittin acknowledged the vast creative possibilities now available to the public, noting that technology enables individuals to produce content comparable in quality to that of major studios, although imperfections remain. “Everyone has the ability in their hands to create content to the standard of a Hollywood studio in some cases,” he said, referring to a 50-minute AI-generated Doctor Who episode he recently viewed.

This development comes against a backdrop of the BBC’s recent competitive tender for production companies to pitch proposals for future Doctor Who episodes, following the conclusion of the broadcaster’s partnership with Disney after two years.

While Brittin expressed openness to integrating AI into various aspects of programming, including presentation and production, he emphasized that it cannot replace human creativity. In remarks made during a Sunday interview, he stated that the BBC would explore AI use “within guardrails” to understand its capabilities and limitations. He said, “I’m here because I believe in human creativity. I don’t think anything we do should be replaced by AI,” while acknowledging the technology’s potential to enhance decision-making and extend the value of the licence fee.

The BBC has already begun experimenting with AI applications for generating sports and local weather reports as part of its innovation strategy.

Brittin is currently navigating the financial challenges facing the corporation, including required savings of £500 million and the expected reduction of up to 2,000 roles. In the same conference, Brittin defended the decision to inform staff about impending cuts promptly, despite the impact on morale. He characterized early communication as the “right principle” and acknowledged the emotional difficulty, saying, “Our approach has been to tell people as soon as we’re ready … and that’s painful.”

These comments highlight the BBC’s ongoing efforts to balance technological progress and financial constraints while maintaining commitment to creative excellence and workforce transparency.