The rapid rise of artificial intelligence (AI) is reshaping the entertainment industry. From streamlining production processes to enhancing marketing and distribution, AI’s transformative potential is undeniable. However, a new study by Hub Entertainment Research highlights the mixed feelings viewers have towards AI, capturing a landscape of hype, hope, and hesitation.
The study reveals that while awareness of generative AI is widespread, deep understanding is limited. Over 70% of respondents have heard of generative AI, and 57% report having used tools like ChatGPT. Despite this exposure, only 18% of participants feel "very confident" in explaining how generative AI works. This gap between awareness and comprehension underscores the need for better education on AI’s role and functionality.
AI’s societal implications are a significant source of anxiety. Two-thirds of respondents are deeply concerned about undetectable “deepfakes” and potential privacy violations, while 57% fear job displacement due to AI adoption. Interestingly, even those who view AI’s societal impact as positive share these concerns, highlighting a widespread unease about its broader consequences.
When it comes to creative tasks, viewers strongly favor human input. Scriptwriting, dialogue, and music composition are areas where consumers prefer human creativity. Conversely, technical tasks like generating CGI effects or creating subtitles are seen as acceptable domains for AI.
Transparency is a critical demand from consumers. Two-thirds believe AI-generated content should be “clearly and obviously labeled,” and an additional 26% support an easy verification method for checking if a title includes AI. Only a minimal 6% see no need for platforms to disclose AI usage.
Despite concerns, viewers are optimistic about AI’s potential to improve content discovery. Around 76% are interested in AI analyzing their viewing habits across platforms for better recommendations. Additionally, 77% appreciate tailored suggestions for specific scenarios, and 74% value AI summarizing reviews before they decide to watch a show.
“Consumers don’t understand AI yet, but they know enough to feel concerned about the impact on society and on entertainment in particular,” said Jon Giegengack, principal at Hub and one of the study authors. “Studios and distributors should prioritize 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.”
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