Artificial intelligence (AI) tends to divide public opinion; some favor the developments made in tech, while others worry we've gone too far. Tony Emerson, head of global entertainment at Microsoft quashed fears and answered questions from The Drum editor Stephen Lepitak during the Edinburgh Television Festival, when he spoke about the company's decision to invest in entertainment. He admitted that the company wasn't actively involved in the sector, but revealed that it works closely with and provides services to entertainment organizations, which explains the launch of its Video Indexer tool. Video Indexer promises to bolster the entertainment industry by streamlining processes and freeing up manpower. Humans have felt continually threatened by the potential of AI, but Emerson clarified that technology will always act as an assistant to human creativity and will only help to relieve labor-intensive jobs.