Generative artificial-intelligence technology is causing ripples of concern in Hollywood, with fears of potential job losses and industry disruption. A recent survey sheds light on consumer sentiments towards AI-generated content, revealing a mix of apprehension and intrigue.
The Deloitte 18th annual Digital Media Trends survey unveiled that while 70% of U.S. consumers prefer content created by humans over generative AI, a notable 22% believe that AI could produce more captivating TV shows and movies. Millennials and Gen Z consumers are particularly open to the idea, with 30% and 25% respectively expressing interest in AI-generated entertainment.
Advocates of AI argue that the technology could democratize content creation and enhance visual effects capabilities at a lower cost. The survey also highlighted that younger generations are more inclined to experiment with AI tools, with 18% of Gen Z and millennials using AI for image creation and 25% for text generation.
However, the impact of generative AI is already being felt in the entertainment industry. Tyler Perry halted an $800 million studio expansion due to concerns over OpenAI's text-to-video tool, Sora. Additionally, a HarrisX poll revealed that most U.S. adults struggled to differentiate between AI-generated and human-created videos.
Studios are grappling with the integration of AI, with Hollywood unions negotiating deals to regulate its use in creative processes. The WGA and SAG-AFTRA agreements include provisions to oversee AI implementation, addressing concerns about writers' work being used to train AI programs.
At the Variety Entertainment Summit at CES 2024, AI emerged as a key discussion point. Industry experts, like Hanno Basse from Digital Domain, expressed apprehension about the rise of AI-generated human replicas that blur the lines between reality and virtual interactions.
The evolving landscape of generative AI prompts a call for responsible usage and ethical considerations. As technology advances, the entertainment industry faces a pivotal moment in balancing innovation with societal impact.
