Consumers’ Mixed Reactions to AI in Entertainment Production
A recent survey reveals that U.S. consumers are split on the use of generative AI in creating film and TV content, with acceptance varying based on familiarity with AI tools.
Recent survey data shows that U.S. consumers are split on the idea of using generative artificial intelligence (AI) in the creation of film and TV content. A survey by Variety Intelligence Platform, in collaboration with HarrisX, reveals that while two in ten Americans are open to AI-assisted media, a larger segment remains skeptical about AI's role in content creation. Specifically, 36% of respondents indicated they would be less inclined to watch content known to be AI-written, as opposed to 23% who would be more interested.
Consumer acceptance of AI in media seems to hinge significantly on their familiarity and regular use of AI tools. Those who frequently engage with these technologies tend to view AI-generated material more favorably. Users with paid AI subscriptions rated their acceptance at 3.68 on a scale where 5 is extremely positive, compared to a 2.53 rating from those disinterested in AI tools.
The survey also points to a selective openness towards AI’s involvement in specific production elements such as sound effects, animation illustrations, and special effects. There’s a noticeable comfort with the technology when it enhances the content experience — for instance, through AI-generated dubs that replicate original actor voices or improve lip-syncing in dubbed performances.
Despite this openness, the entertainment industry remains cautious about publicizing AI use, possibly fearing backlash. This hesitance is rooted in past negative reactions, such as the boycott of the horror movie “Late Night With the Devil” after it was revealed that AI had been used to create certain images in the film. Similarly, the “Doctor Who” series retracted AI-written promotional emails, and Disney faced criticism over AI usage in a “Loki” promotional poster.
The evolving landscape suggests that while consumers will continue to play a crucial role in shaping the use of generative AI in entertainment, their acceptance may fluctuate as they become more aware of the technology’s capabilities and implications. Studios and content creators will likely weigh these factors heavily as they navigate the integration of AI into their creative processes.