Hub Entertainment Research has released a report in AI in Entertainment.
Aiming to understand both the impact and perception of AI tools in the media and entertainment industry, the report explores consumer awareness and attitudes as adoption of the technology continues to expand.
While nearly three quarters (70 per cent) of respondents have heard of generative AI, understanding of what it can do is limited, with only 18 per cent stating they could explain it. The majority expressed concerns over AI, with more than half worried that AI will lead to job losses and two thirds expressing concerns over deepfakes and potential loss of privacy.
Consumers’ opinions are split according to task, with a strong preference for human creativity in writing dialogue, scripts and music. Some 59 per cent of the survey’s respondents believe humans produce better dialogue for TV shows/movies, with 22 per cent choosing AI for the job and 19 per cent stating no difference. Opinions are more relaxed over technical tasks, with 50 per cent of respondents happy for dubbing from other languages to be handled by AI and 51 per cent preferring it for video editing.
A majority feel content made by AI should be “clearly and obviously labelled” with 26 per cent believing there should be an easy way for viewers to check. Just 6 per cent felt that platforms have no need to inform viewers about the use of AI.
Consumers were generally relaxed about AI recommendations, with 76 per cent happy for their viewing to be analysed to enable recommendations and 74 per cent interested in AI summaries.
Jon Giegengack, principal at Hub and one of the study authors, said, “Consumers don’t understand AI yet, but they know enough to feel concerned about the impact on society and on entertainment in particular. Studios and distributors should prioritise tasks viewers are comfortable with (like better discovery), and tread lightly on creative tasks where they prefer real humans. Perhaps most importantly, they should be up front with audiences about how and when AI is used.”
The survey was conducted among 2,540 US consumers who watch at least 1 hour of TV every week.
