The reasons people trust an organisation, buy from it, or stay loyal to it haven't changed, and the core underlying psychology won’t change. Your audience still need to understand what you do, believe you're the right choice, and feel like the story you tell matches the experience they actually have.

Here is the question Sir David Attenborough's 100th birthday prompts for those of us who work at the intersection of technology and human experience: in documentary filmmaking, in nature broadcasting especially, is AI actually needed? And if the honest answer is no, what does that tell us about where AI does and does not belong?