GenLearn + Video Arts
How Video Arts Used GenLearn to Personalise Story-Based Learning with AI at Scale
12 weeks turnaround
About Video Arts
For over 50 years, Video Arts has redefined corporate learning by delivering memorable, intelligent and entertaining training.
Their secret? Founded by a small group of television professionals, including John Cleese, Video Arts pioneered the use of storytelling and humour (yes, with actual jokes) in workplace education, earning global recognition for making learning genuinely enjoyable. Their signature blend of wit, character-driven narratives, and high production values has helped organisations engage millions of learners across industries.
Now, they’re bringing that same energy into the future by embracing AI-powered learning with GenLearn.
Headquarters: London, UK
Team: CEO, Senior L&D team

“GenLearn gave us the flexibility to integrate AI into courses we’d already authored without being locked into proprietary software. That flexibility is what’s allowing us to scale our solution across platforms and future-proof our learning offerings."
Martin Addison, Video Arts CEO
The Problem
Video Arts recognised a growing demand for AI-enhanced learning but faced a gap in delivering personalised and adaptive experiences within their story-based training model. They needed a way to make learning more personalised, practical, and AI-driven without disrupting their proven, story-based model or tech ecosystem.
Objectives
Challenges
GenLearn's solution
To bring more relevance, interactivity, and practice into their learning experiences, Video Arts partnered with GenLearn to integrate AI-led training activities into their award-winning courses.
Using GenLearn’s AI conversation builder, they were able to:
Embed adaptive conversations directly into their existing courses.
Offer safe, judgment-free environments for practice and repetition.
Align seamlessly with their mobile-first delivery strategy.
Maintain flexibility by avoiding platform lock-in.
Phase 1: Prototype & Onboarding
Business Impact
Video Arts recognised the potential of AI to reshape their offering and made it the centrepiece of their 2025 marketing campaign. The rollout quickly delivered on that promise. In less than 12 weeks, they launched over 40 AI-powered conversations across their course catalogue, creating more interactive, job-relevant learning experiences. With strong internal capability and proven results, they are now planning to expand AI integration across even more courses in their portfolio.
Festival of Work 2025, London UK