A new study by Hub Entertainment Research reveals that audience attitudes toward the use of AI in entertainment largely depend on how the technology is applied and how transparently it is disclosed.
Around half of the respondents believe that generative AI will be beneficial to society; however, this positive perception varies significantly depending on the specific use case. The most positively received applications are AI-powered discovery tools, such as smarter recommendations that help viewers decide what to watch.
Consumers are particularly uneasy about the blurring of lines between real and AI-generated content. AI-generated actors and performances cause discomfort even among viewers who are otherwise generally positive about AI.
The study found that 72% of participants believe companies should always disclose when AI is used in content creation. An additional 21% say disclosure is necessary when AI plays a significant role, while only 7% feel that no disclosure is required.
Among respondents who consider themselves knowledgeable about AI in entertainment, 44% say they would definitely or very likely use tools that allow them to create their own stories using major IP, such as Disney characters.
According to Hub Entertainment Research, this trend about AI in entertainment presents a significant opportunity for media companies to transform audiences from passive consumers into active, participatory communities.
