AIMICI, the UK-based responsible AI organisation for the screen industry, has announced that John McVay OBE will join the organisation as Vice Chair, effective immediately.
John McVay is one of the most respected figures in the UK’s creative industries, bringing over three decades of leadership across film, television, and digital production to AIMICI’s board. His role as Vice Chair carries a clear succession plan: in time he will take over the board chair position from current incumbent and entrepreneur, portfolio manager, and investment advisor Sir John Lucas-Tooth – when he steps back from the company.
For nearly 25 years, McVay served as Chief Executive of Pact, the UK screen sector trade body for independent production and distribution companies in film, TV, animation, children, and digital production. He stepped down in 2026. Under his leadership, Pact secured landmark victories for the sector, most notably the Terms of Trade under the Communications Act 2003, which allowed independent producers to retain their intellectual property for the first time, a change widely documented as transforming the sector into a major contributor to the UK economy.
A trusted voice in government and international policy, John sits on the Creative Industries Council and has served on the boards of the British Film Commission, the Creative Diversity Network, and the Creative Cities Convention. He was awarded an OBE in 2019 for services to the creative industries.
John McVay said: “Before you can manage risk, you need to understand it. Confusion in the market means that responsible rapid adoption of the technology is stalling, and misinformation can cause paralysis. AIMICI is addressing this by focusing on standardising AI training and transparency. Having created the first AI competency certification standard for the industry and upskilling the community with the right technology and insights, we can level the playing field and get on with what we do best: telling stories the world wants to hear. The instinct toward transparency is the right one. The execution gap is what the next twelve months need to close.”
This summer, the company launched its Responsible AI training standard, the first AI courses to be accredited by UK screen industry body ScreenSkills. The courses certify competency in line with UK national AI skills and industry standards.
AIMICI received funding through Innovate UK’s Bridge AI programme, part of UK Research and Innovation (UKRI), in collaboration with Bournemouth University. The course content was developed in consultation with leading researchers and 50 industry professionals.
Ahsan Mallick, founder of AIMICI said: “John is legendary in the business as an innovator of policy and a champion of new vanguards. His deep industry knowledge, connections, and advocacy for fair and transparent ways of working make him the perfect addition to our team. His relationships with unions and industry stakeholders will facilitate our ability to establish workable AI guidelines for all production businesses.”
The news follows AIMICI’s recent announcement of delivering the first responsible AI training standard outside the UK, launching a pilot in Ireland for film and TV crews in association with and supported by the National Talent Agencies.
About AIMICI
AIMICI is a UK-based responsible-AI organisation working with the screen industry. As AI reshapes how film, TV and content get made, AIMICI helps creative businesses navigate it with confidence, equipping teams with the right knowledge, providing trusted expertise when they need it, and setting clear standards for what responsible AI looks like. Its training was developed with Bournemouth University and UCL, alongside more than 50 diverse industry professionals.
