Deloitte's 18th annual Digital Media Trends survey revealed that 22% of U.S. consumers believe that generative AI could write better TV shows and movies than humans.
Millennials topped the survey as people who believe more in the entertainment capability of generative AI than humans, followed by Gen Z consumers.
Deloitte Surveys Prove AI's Deep Impact on Entertainment
The concept of AI has been a huge concern in the entertainment industry due to the fear that it could disrupt and cause job loss to production staff. According to the survey, 70% of U.S. consumers still prefer to watch a TV show or movie written by a human.
However, 42% said that both generative AI and humans are capable of producing entertaining content. Regardless, this belief and support for AI is more evident among millennials compared to Gen Z consumers.
In addition, AI advocates have been lobbying for the idea of super-charged VFX capabilities. According to them, using AI in production could be more cost-effective. Both Gen Zs and millennials are pioneers in experimenting with AI tools from images to texts.
AI's Looming Impact on Entertainment Ecosystem
The impact of generative AI has already begun with some studios halting their expensive expansion due to the introduction of new AI models that could produce videos like OpenAI's Sora.
In addition, most adults in the U.S. found it hard to identify whether a video was created by an AI or a human, as per HarrisX's recent poll. Some of the videos shown were demo videos from Sora that went viral during its announcement.
Hollywood is also looking out for the threats brought by AI. The WGA's deal included safety guardrails around the proper and responsible role of generative AI in the creative process. The SAG-AFTRA agreement also listed the majority of its demands against AI.
