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January 13, 2025
Artificial intelligence (AI) is rapidly changing the way people interact with entertainment, and companies are adopting it to streamline operations and improve the efficiency of content creation, marketing, and distribution.
AI tools are used to create images, music, scripts, advertisements, and other video content, but post-production AI tools are used to create not only backgrounds and environments, but also character identities and stories.
New data from Hub Entertainment Research shows that while most consumers have heard of generative AI, few feel they understand how it works or what it’s for. When it comes to producing entertainment, a November 2024 Hub survey of 2,540 U.S. consumers ages 16 to 74 who have broadband and watch at least one hour of TV a week finds that , there are some tasks that consumers would like to keep in the hands of real, flesh-and-blood people. .
More than 70% of respondents were familiar with the term “generative AI,” and more than half (57%) said they had used a generative AI product such as ChatGPT. However, only 18% say they are “very confident” that they can explain to others what generative AI is or how it works.
Almost everyone is at least somewhat concerned about the impact of AI on society. The vast majority of people have at least some concerns about AI. Two-thirds are very concerned about the possibility of undetectable “deepfakes” and loss of privacy, and a majority (57%) are worried that AI will put people out of work. These concerns are also shared by those who believe that AI will benefit society in general.
When it comes to entertainment, comfort levels vary depending on the task. Consumers strongly prefer human creativity in tasks such as writing, dialogue, and music creation. However, we are just as, if not more, accustomed to AI handling technical tasks such as creating CGI effects and writing subtitles and descriptions.
Consumers want to know if they are looking at something made with AI. Two-thirds say AI-generated content should be “clearly and unambiguously labeled,” and 26% want viewers to be able to tell if the title they’re watching contains AI content. says there needs to be an easy way to check. Just 6% said platforms do not need to notify viewers about the use of AI.
Consumers can rely on AI for better content discovery.
Improving the discovery process is one area where consumers are comfortable with AI and even excited about the improvements it can bring.
Three-quarters of respondents want to analyze their viewing across different platforms to provide better recommendations (76%) or tailor them to specific situations, such as when watching with others. are somewhat or very interested in AI applications that recommend shows (77%) or summarize all reviews. I watched a show before deciding to watch it (74%).
“Consumers don’t understand AI yet, but they understand it well enough to be concerned about its impact on society, especially entertainment,” Hub principal John Giegengack said in a statement. “Studios and distributors should prioritize tasks that audiences are accustomed to (such as better discovery) and lighten the creative tasks that real humans prefer.Perhaps most importantly, AI We need to be upfront with our audience about how it will be used.”
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