“Creativity thrives where people are given a chance to be seen and heard” – Casting Jury President Claire Catterson

Is creativity dead or alive? It’s a great question – one that continues to echo through every corner of our industry, sparking debate that will carry on for many years to come. Our world is changing at lightning speed, and we can no longer ignore the transformation unfolding before our eyes. AI and automation are reshaping how we tell stories, how we work, and even how we dream. While I approach these developments with curiosity and caution about how they impact actors and filmmakers, I also view them as remarkable tools – instruments that, when used in harmony with the human imagination, can open doors to extraordinary possibilities.

Creativity, after all, is not static. It’s evolving. It adapts, absorbs, and reinvents itself through every new medium and moment in time. Today, we see storytelling flourishing across multiple art forms – from film and television to immersive digital experiences – and it feels exhilarating to be part of that ever-expanding tapestry. What once lived only in the mind of a creator can now be expressed through technologies that enhance rather than replace our innate artistic spark.

As our industry continues to evolve, creativity is becoming less confined, more global, and increasingly collaborative. The merging of human artistry and technological innovation allows us to reach across borders, connect with diverse voices, and explore new perspectives that were once out of reach. I celebrate that it's opening doors and making it easier for underrepresented and emerging talent to be discovered. It’s proof that imagination thrives wherever people are given a chance to be seen and heard.

I’ve always worked through traditional methods. My casting process is rooted in authenticity and truth – in the subtle magic that happens when people come together in a room. For me, nothing compares to the energy of being in a casting studio: a director on one side, an actor on the other, and the moment a script lifts off the page and comes alive before your eyes. You feel creativity as a living force – a pulse, a connection, a spark that no machine can truly replicate. That human electricity is what drew me into this profession and continues to inspire me every day.

My team and I want viewers to sit in their front rooms with their families, watch the television, and think, "That's real." It means a lot to me when communities watch a production and feel that it reflects their own family dynamics, reminding them of childhood memories or interactions between siblings.

I feel very blessed to have worked on projects where we've had the time to street cast and bring wonderful communities together, especially those who may not have had prior acting experience. When we achieve that, it validates the story we set out to tell. For Channel 4 Idents for example, Casting Director Kharmel Cochrane and I had the time to leverage social media, visit local shops, schools, and youth hostels, and reach out to community leaders to raise awareness of the opportunities available. Through this, we met incredible individuals with no prior acting experience who were ready to step in front of the camera for the first time. Many of them were selected because they shone with authenticity; they weren't acting – it felt real. The way the directors captured their performances was visionary, and seeing everything come together was magical.

I genuinely believe it reflected the diversity of modern Britain in a way that we all need right now. In a time when news is filled with anger, war, and conflict, these projects remind us of our shared humanity. Often, we risk losing sight of that. It's crucial to celebrate these types of projects as they highlight the importance of coming together, especially when working collaboratively across regions like Scotland and England. I felt privileged and proud to be part of such a collective effort, watching it unfold and ultimately win numerous awards. It was a genuine celebration, something we should continually remind ourselves of given the challenges in the world today.

Of course, our industry faces immense pressures – financial, logistical, and technological. The pace of change can be daunting, and there’s always a temptation to prioritise efficiency over artistry. But we must look at both sides of the coin. Technology offers us incredible tools, yet we must never lose sight of what makes art meaningful: empathy, intuition, imperfection, and emotion. I remain hopeful that we can find balance – a partnership between progress and preservation, between data and soul.

As a casting director, my team and I have learned to embrace technological advancements as companions to our creative process. We use AI tools to help streamline certain aspects of discovery, to connect with new artists, and to access global talent pools that would once have been unreachable. It’s not about replacing intuition – it’s about amplifying it. Technology can illuminate possibilities, but only humans can feel the resonance of truth. That’s the essence of storytelling.

Change is too powerful to ignore, so I choose to embrace it – thoughtfully, intentionally, and with heart. Just as musicians practice their instruments daily, we must continue to exercise our creative muscles, keeping originality and humanity at the forefront. Machines may learn patterns, but only people can create meaning. AI can generate options, but it is our choices – our values, emotions, and lived experiences – that transform those options into art.

As we move forward, keeping creativity alive and thriving means fostering diversity, inclusion, and being brave in our exploration. It means supporting new talent, welcoming new ideas, and stepping boldly outside our comfort zones. Every day is a school day – an opportunity to learn and to adapt. Artistic expression comes in many ways and creativity is evolving. And as long as we continue to lead with heart, curiosity, and integrity, it will never fade – it will only find new ways to shine.