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The AI entertainment revolution How artificial intelligence will reshape media consumption

Report by Hanna Kahlert, Ashleigh Millar, Tatiana Cirisano and Annie Langston
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20,000 foot view:  2023 has been jump-started by rapid progression in the adoption of artificial intelligence (AI). From the launch of ChatGPT to AI-powered DJs, this technology is revolutionising common practices, impacting consumers, creators, and industry leaders alike. While the full implications of AI are still evolving, it is crucial to monitor how the developing technology affects entertainment and culture as a whole. In this report, we delve into both the short and long-term opportunities and challenges this paradigm-shifting development will bring about across digital entertainment.

Key insights 

  • Machine learning is speeding up complex decision making and will, in turn, impact search and discovery algorithms, and inform content commissioning, marketing strategies, and even creative processes
  • AI will support lean-back behaviours by facilitating / improving discovery
  • It can also lower production and casting costs by automatically filling in blanks and enabling average audiences to try their hands at creating
  • AI will lower the financial and educational barriers to entry for creation and support the creative process at every step along the way: inspiration, creation, editing, and distribution. 
  • As artificial intelligence continues to grow, more employees will be required to be proficient in AI prompting (i.e., knowing how to engineer results from AI via human input / prompts in the most effective manner)
  • AI can enhance traditional consumer insights by quickly sifting through large volumes of data, detecting patterns, drawing insights, and making predictions
  • The mid- to long-term sticking point will orient around rights ownership and creative attribution – something that has traditionally been less of an issue for smaller disruptors, who can build first and ask questions later, than for larger institutions, which have to answer to regulators and multi-tiered organisational structures with barriers in place to internal disruption
  • This may be an opportunity, surprisingly, for NFTs – which would be able to trace ownership of a work used in an AI generation back to the original creator
  • The next frontier in this new space will be competition over which company has the highest-quality, rights-cleared, datasets behind its AI – and can assure its creators that their IP ownership is safe

Companies and brands mentioned in this report:  Adobe,  Apple Books,BandLab, Bard, Bing, ChatGPT, CoSo, Copilot, DALL-E, Deep Fake Neighbour Wars, Deviantart,Electric Sheep, Github, Google, ITV ,Ingrooves, Instagram, Jasper, Lil Miquela, Microsoft, MidJourney, Minibeats, OpenAI,PlaylistAI,  Quora,  Snapchat, Splice,Spotify, StabilityAI, Sydney, TikTok, Uhmbrella, YouTube

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