GenLearn + Video Arts

How Video Arts Used GenLearn to Personalise Story-Based Learning with AI at Scale

40+
AI conversations deployed

40+
AI conversations deployed

40+
AI conversations deployed

40+
AI conversations deployed

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.

Enhance personalisation in learning experiences
Integrate AI without compromising existing content and systems
Increase learner engagement and relevance



Enhance personalisation in learning experiences
Integrate AI without compromising existing content and systems
Increase learner engagement and relevance


Enhance personalisation in learning experiences
Integrate AI without compromising existing content and systems
Increase learner engagement and relevance

Enhance personalisation in learning experiences
Integrate AI without compromising existing content and systems
Increase learner engagement and relevance



Objectives

Challenges

No way for learners to safely practise skills within the learning environment.
Limited personalisation and adaptability in content delivery.
Growing pressure to incorporate AI meaningfully and responsibly.
Need for a flexible solution that integrated with their mobile-first, platform-agnostic strategy.
No way for learners to safely practise skills within the learning environment.
Limited personalisation and adaptability in content delivery.
Growing pressure to incorporate AI meaningfully and responsibly.
Need for a flexible solution that integrated with their mobile-first, platform-agnostic strategy.
No way for learners to safely practise skills within the learning environment.
Limited personalisation and adaptability in content delivery.
Growing pressure to incorporate AI meaningfully and responsibly.
Need for a flexible solution that integrated with their mobile-first, platform-agnostic strategy.
No way for learners to safely practise skills within the learning environment.
Limited personalisation and adaptability in content delivery.
Growing pressure to incorporate AI meaningfully and responsibly.
Need for a flexible solution that integrated with their mobile-first, platform-agnostic strategy.

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.

VideoArts CEO, Martin Addinson (centre) and GenLearn Co-founder Sarah Mateljan (right) at the Festival of Work 2025, London UK

VideoArts CEO, Martin Addinson (centre) and GenLearn Co-founder Sarah Mateljan (right) at the Festival of Work 2025, London UK

VideoArts CEO, Martin Addinson (centre) and GenLearn Co-founder Sarah Mateljan (right) at the Festival of Work 2025, London UK

VideoArts CEO, Martin Addinson (centre) and GenLearn Co-founder Sarah Mateljan (right) at the Festival of Work 2025, London UK

The team began with a fully custom brief, to uncover what was possible, and what worked both technically and pedagogically.

The team began with a fully custom brief, to uncover what was possible, and what worked both technically and pedagogically.

The team began with a fully custom brief, to uncover what was possible, and what worked both technically and pedagogically.

Phase 1: Prototype & Onboarding

GenLearn supported the Video Arts team to build confidence and capability. Their instructional designers stayed in the driver’s seat, creating and tailoring conversations with limited assistance from the GenLearn team.

GenLearn supported the Video Arts team to build confidence and capability. Their instructional designers stayed in the driver’s seat, creating and tailoring conversations with limited assistance from the GenLearn team.

GenLearn supported the Video Arts team to build confidence and capability. Their instructional designers stayed in the driver’s seat, creating and tailoring conversations with limited assistance from the GenLearn team.

Phase 2: Instructional designers in control

Phase 2: Instructional designers in control

Phase 2: Instructional designers in control

Once the team was up to speed, they rolled out over 40 AI conversations in just 12 weeks. The process was quick, flexible, and ready to grow.

Once the team was up to speed, they rolled out over 40 AI conversations in just 12 weeks. The process was quick, flexible, and ready to grow.

Once the team was up to speed, they rolled out over 40 AI conversations in just 12 weeks. The process was quick, flexible, and ready to grow.

Phase 3: Fast and scalable rollout

Phase 3: Fast and scalable rollout

Phase 3: Fast and scalable rollout

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