A. Guttmann
Research Lead covering media
AI use in media and entertainment - statistics & facts
Artificial Intelligence (AI) is reshaping the media and entertainment landscape, sparking both excitement and concern among industry professionals and consumers alike. Recent surveys reveal a complex tapestry of opinions, with mixed reactions to AI's impact on these sectors.
While some view AI as a catalyst for innovation and efficiency, others express apprehension about its potential to replace human creativity. The adoption of generative AI is gaining momentum, promising to revolutionize content production and personalization. However, this technological shift is not without its challenges, as companies grapple with legacy systems, performance issues, and data management. The complex and nuanced attitudes towards AI's role in media and entertainment reflect both opportunities and challenges as the technology continues to evolve and integrate into these industries.
GenAI revolutionizes content production and personalization
A global survey of business decision makers in September 2024 uncovered that nearly two-thirds of respondents believed GenAI adoption would accelerate content and media production, with more than half anticipating reduced production costs. The industry is actively embracing GenAI, with many companies collaborating with content production partners to build or integrate these models in-house, while 33 percent are utilizing pretrained commercial models for image, audio, and video generation. The impact of GenAI is expected to be most significant in personalized recommendations and advice, followed closely by software development, IT operations, and content production and support functions. This shift towards AI-driven solutions demonstrates the industry's recognition of GenAI's potential to enhance efficiency, reduce costs, and deliver more tailored and customizable content experiences to consumers.A mix of challenges and benefits to AI adoption in the industry
Legacy systems are seen as the main culprits in hindering the progress of leveraging GenAI for company success. Additionally, AI model performance falls short of expectations, impeding the achievement of organizational goals, according to business decision makers in the industry. Despite these challenges, there are areas where AI is seen as beneficial. Media, telco, and tech C-suite professionals see the use of AI in the industry as a significant opportunity for revenue growth rather than a threat. Also, many media employees agree that certain creative tasks can be effectively performed by GenAI tools, including creating sounds effects for video and games, code autocompletion in game programming, and developing 3D assets for virtual worlds in games and film, just to name a few. However, a consumer survey from November 2024 showed that humans were still considered better than AI at creating music, dialogue for TV shows and movies, and storyboards. These findings highlight the complex landscape of AI adoption in the entertainment industry, balancing technological capabilities with consumer preferences.While some view AI as a catalyst for innovation and efficiency, others express apprehension about its potential to replace human creativity. The adoption of generative AI is gaining momentum, promising to revolutionize content production and personalization. However, this technological shift is not without its challenges, as companies grapple with legacy systems, performance issues, and data management. The complex and nuanced attitudes towards AI's role in media and entertainment reflect both opportunities and challenges as the technology continues to evolve and integrate into these industries.
A. Guttmann
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Apr 22, 2025
A. Guttmann
Research Lead covering media
