Ex-​Aardman exec sets up AI consultancy

Daniel Efergan, former executive creative director of interactive & innovation at Aardman, has launched an AI consultancy.

The consultancy will advise production companies on navigating the challenges and maximising the opportunities of AI.

It will focus on the ethical, legal and technical application of AI, and how it can support production as part of a studio’s toolbox.

Efergan’s first client will be his former employer, Aardman. 

Efergan has more than 25 years of experience specialising in emerging platforms for entertainment companies, with 18 years at Aardman where he started as the company’s youngest ever creative director.

Efergan said: “The past few years have been an interesting – and fast-paced – time for the creative industries, and that is only set to continue with the mass take-up and rapid evolution of AI. In some ways, recent developments are just one step further on a path we’ve been headed down for decades, and in others they represent a fundamental change to the way that production companies will need to do business. Having spent my whole career specialising in emerging technologies, I’m excited to share what I’ve learnt with clients across the entertainment world. AI represents a threat to some parts of our work, most certainly, but there are also enormous opportunities for those who use it well – to support human creativity and innovation.”

Sean Clarke, md of Aardman, added: “Dan has been the driving force behind Aardman’s games and interactive business and defining the studio’s own AI principles. His forward-thinking approach, combined with an acute understanding of emerging technologies and creative application, has ensured the company continues to innovate. As his first client, he will continue to steer Aardman with his knowledge, insight, creativity, and practical application advice.”