TV appearance for Hereward lecturer Donna

Donna is pictured being interviewed by ITV's Hannah Ludlow

A Hereward College lecturer was featured on television last night talking about the future of Artificial Intelligence (AI) and its impact on the creative industries.  

Donna Bridgewater was interviewed by ITV News Central for its evening news programme which aired at 6pm yesterday.  

It was the first of a two-part feature by reporter Hannah Ludlow looking into concerns that the increasing use of AI models in the UK’s £62bn fashion and beauty industry could lead to job losses.  

Donna, who also runs Bridgewater Photography in Birmingham, is worried that companies will use AI models to cut costs, leaving some in her industry out of work. But she also recognises how AI can be used positively.  

She told the programme: “I think we have to look at it as, how is it that we can better our work by using AI. And I think that’s the only way we are going to move on as creatives in the future.  

“We use AI throughout the day as a business, even in terms of building a website and planning, and you can use it as way to inspire as well to find ideas from it.”

Donna’s interview can be seen on ITV Catch Up at https://www.itv.com/watch/news/catch-up-on-itv-news-central-west-midlands-tuesday-9th-september/jwks4m7.

The second part will be broadcast on ITV News Central tonight (Wednesday) at 6pm.