Perspective on AI is Changing Among Industry Professionals, According to a Recent UTA Study

 A recent UTA study found that the majority of respondents believe AI will enhance and streamline their work. 

A recent study conducted by United Talent Agency (UTA) has shed light on a shifting perspective within the entertainment and marketing industries towards artificial intelligence (AI). Long regarded with skepticism, AI is now increasingly seen as a tool that could significantly enhance and streamline creative processes rather than threaten them.

The UTA study found that a substantial 73% of creatives in entertainment and marketing believe that generative AI will "elevate content," marking a notable departure from previous apprehensions. Among those already integrating AI into their workflows, 75% report producing higher-quality work as a result. This shift, as UTA notes, represents a pivotal moment in the creative industries, where “curiosity and cautious optimism” towards AI are replacing earlier sentiments of “fear and resistance.”

The study, based on interviews with 293 marketing and advertising professionals alongside 209 entertainment creatives, highlights a growing acceptance of AI's potential in the industry. Marketing professionals exhibit an enthusiastic outlook on AI's capabilities, and 76% of entertainment creatives expressed their optimism about AI enabling new possibilities in their work.

Despite this optimism, there remains a nuanced view about the application of AI within the creative industries, such as in which part of the production process it is used for. This debate emphasizes ongoing discussions about the appropriate use and oversight of AI in creative industries, with 71% of respondents advocating for higher levels of regulation. 

Joe Kessler, head of UTA IQ, shared that “AI can help creators explore the boundaries of what’s possible” through benefits like automating routine tasks and maximizing their time. He noted that while apprehension has always been common with new technologies, they often lead to the emergence of new art forms rather than replacing existing ones. 

As attitudes towards AI continue to evolve, UTA's study suggests a growing recognition among industry professionals that AI’s capabilities could lead to positive advancements in entertainment and marketing content.