Embracing AI in Entertainment: A Matter of Context

Key Takeaways

• Almost half of the respondents think that generative AI will be good for society, but acceptance varies widely depending on the use case.
• The strongest positive responses came for AI-powered discovery, such as smarter recommendations or conversational tools.
• Respondents are most uncomfortable when AI blurs the line between reality and artificial content.
• 72% of respondents say that companies should always disclose if AI was used in any way to make the content they’re watching.
• 44% of consumers who consider themselves familiar with AI are likely to use a feature that would allow them to create their own stories using Disney IP and characters.

Introduction to AI in Entertainment
A new study from Hub Entertainment Research has shed light on the evolving attitudes of consumers towards the use of Artificial Intelligence (AI) in the entertainment industry. The study reveals that while consumers are increasingly expecting AI to reshape everyday life, their acceptance of its use in entertainment depends on how it is used and how transparently. This is a crucial finding, as it suggests that the entertainment industry must be mindful of how it integrates AI into its products and services in order to maintain consumer trust and confidence.

Consumer Attitudes Towards AI
The study found that almost half of the respondents think that generative AI will be good for society, but this positive reception varies widely depending on the use case. For example, AI-powered discovery, such as smarter recommendations or conversational tools that help viewers decide what to watch next, received the strongest positive responses. This suggests that consumers are open to AI being used to enhance their entertainment experience, as long as it is used in a way that is transparent and beneficial to them. On the other hand, respondents were most uncomfortable when AI blurs the line between reality and artificial content, with concerns around being misled by AI-generated content or losing the ability to distinguish what is real and what is fake.

Transparency and Disclosure
The study also highlights the importance of transparency and disclosure when it comes to the use of AI in entertainment. A significant 72% of respondents say that companies should always disclose if AI was used in any way to make the content they’re watching. Another 21% say companies should disclose if AI played a major role in content creation. This suggests that consumers want to be informed about the role of AI in the content they consume, and that companies should prioritize transparency in order to build trust with their audiences. Only 7% of respondents felt that no disclosure about AI usage is necessary, highlighting the importance of transparency in the entertainment industry.

AI-Generated Content and Consumer Comfort
Respondents were also asked about their comfort levels with AI-generated content, including AI-generated actors and performances. Even among those who are otherwise comfortable with AI, there was a significant level of discomfort with AI-generated content that blurs the line between reality and artificiality. This suggests that the entertainment industry must be careful when using AI-generated content, and should prioritize transparency and disclosure in order to avoid misleading or deceiving consumers. However, the study also found that many respondents were interested in AI that allows them to create their own content, suggesting that there are opportunities for the entertainment industry to engage with consumers in new and innovative ways.

Opportunities for User-Generated Content
The study found that 44% of consumers who consider themselves familiar with AI were “definitely” or “very likely” to use a feature that would allow them to create their own stories using Disney IP and characters. Another 24% said they “might” try it. This suggests that there is a significant opportunity for media companies to turn audiences into participatory communities, by providing them with the tools and resources to create their own content. This could be a major shift in the way that the entertainment industry engages with consumers, and could provide new revenue streams and opportunities for growth. As Jon Giegengack, principal at Hub and one of the study authors, noted, “The positive reaction to user-generated content using Disney IP reveals maybe the biggest opportunity: enabling media companies to turn audiences into participatory communities.”

Conclusion and Future Directions
In conclusion, the study highlights the complex and evolving attitudes of consumers towards the use of AI in the entertainment industry. While there are opportunities for AI to enhance the entertainment experience, there are also significant concerns around transparency, disclosure, and the blurring of reality and artificiality. The entertainment industry must be mindful of these concerns, and prioritize transparency and disclosure in order to build trust with consumers. By doing so, the industry can unlock new opportunities for growth and engagement, including the creation of user-generated content and participatory communities. As the use of AI in entertainment continues to evolve, it will be important for companies to stay ahead of the curve, and to prioritize the needs and concerns of their consumers.