A majority of entertainment and marketing creatives are optimistic about AI’s potential to elevate content, according to a new study from talent agency UTA. The survey reveals a significant shift in attitudes as the industries move from fear and resistance to curiosity and excitement about AI’s possibilities.
Key findings: The study, conducted in mid-May 2024, interviewed nearly 300 creative professionals in marketing and advertising and over 200 in entertainment:
- 73% of all creatives believe AI will elevate content, with 75% of current AI users saying they are creating higher-quality work.
- 76% of entertainment creatives said AI will “make more things possible,” and 56% believe it will positively impact their day-to-day work.
- 45% are “curious” about AI, while 25% are “excited.” However, 71% support increased AI regulation.
Industry implications: UTA’s head of UTA IQ, Joe Kessler, notes that while new technology has always sparked fear and uncertainty, human creativity finds a way to mold it to their advantage:
- AI can automate rote tasks and help explore near-infinite variations on ideas, allowing creators to push boundaries and maximize their time.
- In entertainment, AI use in storyboarding or concept art may be more readily accepted than in visual effects or scriptwriting.
AI adoption in Hollywood: The study’s findings suggest a turning point in AI’s adoption across marketing and entertainment:
- Respected industry leaders are now openly discussing AI usage, signaling a shift from resistance to optimism.
- Top film schools are increasingly teaching generative AI, preparing the next generation of creatives to leverage the technology.
- Despite concerns, many argue that AI is unlikely to drastically reduce production costs or replace human creatives altogether.
Looking ahead: As AI continues to advance and integrate into creative workflows, the entertainment and marketing industries appear poised to embrace its potential, while also advocating for responsible regulation and use. The full impact of AI on content creation remains to be seen, but this study indicates a growing openness among creatives to explore its possibilities.
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