Accelerating Medical Affairs, 2025
October 24, 2025 · Online
Harnessing Generative AI (Gen AI) for evidence, engagement, and impact
Paul Kerrison
Head of Generative AI
ITV
Building on a lifelong fascination with broadcast media technology, Paul Kerrison has spearheaded the adoption of generative AI at ITV, where he serves as Head of Generative AI Innovation. From early-career system implementations for Disney and NBCUniversal to pioneering Europe’s first GenAI-produced TV advert, he merges hands-on technical expertise with forward-thinking strategies. A recipient of a Broadcast Tech Award for Innovation, Paul is now expanding GenAI’s footprint across ITV’s operations, championing ethical practices, data transparency, and cross-functional collaboration. He is passionate about ensuring Gen AI solutions deliver real business value and nurturing the next generation of creative technology leaders.
Sessions
Paul Kerrison
3:50 PM – 4:30 PM
Innovation Through Cross-Pollination: How Gen AI is transforming other verticals & what it could mean for healthcare.
- Learn how Gen AI applications in creative fields like media or design can spark innovative ideas in healthcare.
- Explore novel ways to foster patient education, create engaging content to enhance both patient & healthcare professional experience.
Paul Kerrison, Head of Generative AI, ITV
Justin Hackney, Creative Director, Eleven Labs
Aaron Bhugobaun , Technical Production Specialist, Creative Technologist & CDSA Localisation Chair
