Unlocking Viewer Insights: Why Audiences Demand Transparency in AI-Driven Entertainment

Artificial intelligence (AI) is changing how we experience entertainment. It’s introducing new tools for creating, enhancing, and sharing content in exciting ways. However, a recent study from Hub Entertainment Research reveals that many viewers are unsure about AI’s role in this space.

The research, involving 2,540 adults in the U.S. in November 2024, showed mixed feelings about generative AI. While 70% of people know what “generative AI” means, only 18% feel confident explaining it. Even though 57% have tried out AI tools like ChatGPT, there’s a lingering unease about their use in media production.

Many respondents want human creativity to lead in areas like scriptwriting, dialogue, and music composition. In contrast, they are more open to using AI for technical tasks, such as CGI effects and subtitles. This divide illustrates a clear preference: people want the artistry to come from humans but see value in having AI handle tedious technical work.

Concerns about AI’s impact on society are prevalent. Two-thirds of respondents worry about issues like deepfakes and privacy loss. Moreover, over half are anxious that AI might result in job losses across various fields.

Transparency in how AI is used in content creation is also a major concern. About two-thirds believe AI-generated content should be clearly labeled. Additionally, 26% want straightforward access to details about AI’s involvement in productions. Only a small fraction (6%) thinks this type of disclosure is unnecessary.

Despite these worries, many people see AI’s potential for enhancing content discovery. More than 75% are interested in AI tools that recommend shows, summarize reviews, and analyze viewing preferences to make personalized suggestions.

As Jon Giegengack from Hub Entertainment Research points out, “Consumers don’t understand AI yet, but they know enough to feel concerned about its effects on society and entertainment.” He suggests that studios should focus on using AI in ways that make viewers more comfortable, such as improving recommendations. This approach can help bridge the gap between innovation and public concern.

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AI,artificial intelligence,Hub Entertainment Research