A Q&A With Hub Research’s Jon Giegengack

Entertainment Research Centre published its first study on Artificial intelligence in entertainment. According to Hub’s press release on the report, AI is rapidly changing the way people interact with entertainment, and companies are adopting AI to streamline operations and improve efficiency in content production, marketing, and distribution. Key findings include:

Most consumers are familiar with generative AI, but few feel confident that they understand it.

More than 70% of respondents are familiar with the term “generative AI,” and more than half (57%) say they have used a generative AI product such as ChatGPT or another. However, only 18% are “very confident” in their ability to explain what generative AI is or how it works to someone else.

Almost everyone is concerned to some extent about the impact of artificial intelligence on society.

The vast majority have at least some concerns about artificial intelligence. Two-thirds of respondents are very concerned about undetectable “deepfakes” and the potential loss of privacy, and a majority (57%) are concerned about people losing their jobs due to AI. These concerns are shared even among those who believe that AI will be positive for society in general.

When it comes to entertainment, the comfort level varies depending on the task.

Consumers strongly prefer human creativity in tasks such as writing scripts, dialogue, and music. However, they feel equally or more comfortable with AI in handling technical tasks such as creating CGI effects and writing subtitles or descriptions.

Consumers want to know if they are watching something made with AI.

Two-thirds say that any AI-generated content should be “clearly and clearly labeled,” and another 26% say there should be an easy way for viewers to check whether a title they are watching contains any AI content. Only 6% said that platforms do not need to inform viewers about the use of AI.

Consumers are comfortable with AI when it comes to better content discovery.

Improving the discovery process is one area where consumers are comfortable with AI and even excited about the improvements it may bring.

– Three-quarters of respondents said they were somewhat or very interested in AI applications to analyze their cross-platform viewing to provide better recommendations (76%), recommend shows for specific situations such as watching with others (77%), or to sum up all of the above reviews of the show before They decide to watch it (74%).

I talked to John GigenjakDirector at Hub Research, about the report’s findings and implications.

John Gigenjak

Tyler Nessler: With two-thirds of consumers saying that any content produced using AI should be “clearly and clearly labeled,” and another 26% saying there should be an easy way for viewers to check whether the title they are watching contains any AI-based content. AI Content, do you anticipate that publishers will be open to this and will easily recognize AI content, or could there be some resistance to this within the industry? If so, why?

John Jegenjak: I think publishers will be careful in how they roll out AI. With so many platforms to choose from, it’s not worth the risk of alienating viewers. Whether that’s by being transparent about the use of AI, or not using AI in ways that viewers aren’t currently comfortable with. (Fortunately, publishers seem more interested in using AI for things like discovery, where consumers are tolerant or even excited to see what AI can do.)

Ten: Why do you think consumers seem comfortable with AI tracking their viewing habits to improve content discovery, while at the same time two-thirds of them say they are very concerned about the potential loss of privacy? Any guesses as to the reasons behind these apparently conflicting perceptions?

C C: If you ask people how they feel about sharing personal data publicly, most say they don’t want to. However, if it’s positioned as a transaction — for example, “Would you like to share information about your TV viewing so that companies will show you fewer and/or more relevant ads while you’re watching TV” — most are willing to do that. The willingness to share data varies depending on what they will get in return. TV discovery is one of the biggest points of friction for viewers, so I’m not surprised that many are willing to share their viewing history to improve content discovery.

TT: Has any deeper insight been found into why consumers have such a strong preference for human creativity in tasks such as writing scripts, dialogue and music?

C C: Resistance to AI in creative tasks has to do with removing humans from the part that matters most to people: the story they recognize and can connect with. I don’t think public concerns about AI have much to do with this – if they did, people wouldn’t be as tolerant of AI in post-production or description or excited about the idea that AI might improve content discovery.

Trinidad and Tobago: With only 18% of consumers saying they are “very confident” in their ability to explain to someone else what generative AI is or how it works, what measures can AI providers or publishers take to better educate the public about the technology?

C C: Artificial Intelligence is a technology that solves problems that people don’t know they have. While many have used AI, the most common tasks are essentially enhanced Google searches: asking questions or searching for information. AI companies can speed up the familiarization process by showing examples of more powerful applications. But consumers will truly understand the potential of AI once they start seeing it applied in their daily lives.

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