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:
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 adoption in Hollywood: The study’s findings suggest a turning point in AI’s adoption across marketing and entertainment:
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.