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Impact of AI on Media & Entertainment Industry

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04
Impact of AI on Media & Entertainment Industry
Dr. Ramya K Prasad1, Dr. Deepa Makesh2
1
Associate Professor, Department of Visual Communication,
Amrita Vishwa Vidyapeetham, Mysuru Campus.
2
Department of Visual Communication, Sastra University, Chennai.

Abstract
In recent years, AI techniques like machine learning, natural language
processing, computer vision, and predictive analytics have been
increasingly applied in diverse domains, including media. AI has a
wide range of effects on media and entertainment, including
marketing techniques, efficiency, customization, and content creation.
With AI algorithms evaluating massive amounts of data to create
content specifically for target audiences, content production has
become more dynamic and focused. The entertainment experience
now includes speech recognition, chatbots, and personal assistants,
which enable hands-free operation and better customer assistance.
Companies like Parangat are at the forefront of integrating innovative
AI solutions to enhance these transformative trends in the industry
further. Personalization is one significant benefit: Customized movie,
TV programs, and music suggestions are made by AI-powered
algorithms, which increases viewer engagement and retention.
Voiceover, post-production, and video editing are just a few
production processes where AI automation has significantly increased
productivity and reduced costs.AI is becoming increasingly important
in gaming, podcasts, content suggestions, sentiment analysis, speech
recognition, book publishing, film production, and marketing. AI in
the media and entertainment industry has seen a rise in innovation in
this area. These use cases-which offer sophisticated gaming
experiences, automate podcast editing, provide personalized content
recommendations, analyze audience sentiment, enable voice-

Media & Journalism Transformations-Emerging Trends and Paradigm Shifts 41

 activated interactions, expedite book publishing, and change film
production processes-showcase how artificial intelligence is
reshaping the industry. The useful uses of AI are demonstrated by
real-world instances from market giants like Netflix and Amazon
Prime and cutting-edge apps like Gullybeat. These applications range
from boosting streaming quality to increasing operational
effectiveness and developing interactive platforms for emerging
artists.

In this chapter, the authors aim to analyze the impact of the AI on

media and entertainment industry. The authors also analyse the
changes from traditional to Digital media operations; what things
have AI done to support media delivery and how audience have
perceived them; and the challenges that are bound to arise with AI
intervention - mainly in the Media & Entertainment Business arena.

Keywords: The impact of the AI on media and entertainment

industry, Ai applications & media, The market size for AI in media
and entertainment, Benefits of AI in Media and Entertainment
Industry, Challenges of AI in the Media and Entertainment Industry.

Overview
Artificial intelligence (AI) is a developing technology that attempts to imitate human
intellect using robots. AI comprises a variety of branches, including machine learning
(ML) and deep learning, which enable computers to learn and adapt in unique ways
using training data. It has several uses across different sectors, including healthcare,
banking, and transportation. While AI brings enormous benefits, it also presents
ethical, privacy, and employment problems.

Artificial intelligence's ideal feature is its ability to rationalise and act in order to
attain a certain objective. AI research began in the 1950s, and in the 1960s, the
United States Department of Defence taught computers to mimic human reasoning.
Machine learning (ML) is a subset of artificial intelligence in which computer
programmes learn from and adapt to new data without human intervention. John

42 Impact of AI on Media & Entertainment Industry

McCarthy originated the phrase at Dartmouth College in 1956, and artificial
intelligence has since progressed from a theoretical notion to a reality.

AI applications
Artificial intelligence (AI) has many uses because this field is constantly expanding.
Artificial intelligence (AI) is technology that teaches robots to understand, analyse,
and learn from data to make intelligent judgements. It dominates the realm of
technology, promising to make many impossible things a reality daily. Algorithms are
part of the structure of artificial intelligence, with basic algorithms being employed
in simple applications and more complicated ones helping to shape powerful
artificial intelligence. Computers that play a game of CHESS, self-driving
automobiles, and financial systems designed to detect fraudulent activities all use
artificial intelligence technology.

Although the technical and medical areas rely on AI to a higher level, it has been
employed widely in our day-to-day activities, directly or indirectly. Some of the
examples of AI in everyday life are Face recognition, smart cars, digital assistants,
entertainment and social apps, banking, ecommerce.

Types of AI
Variants in AI include Narrow AI: Also called as Weak AI, this system is meant to
do a certain task. Weak AI systems include video games and personal assistants such
as Amazon Alexa and Apple Siri. Users ask the assistant a query, and it responds for
them. Reactive AI is a sort of Narrow AI in which algorithms optimise outputs based
on a set of inputs. Chess-playing AIs, for example, are reactive systems that optimise
the optimum winning approach. Reactive AI is often static, incapable of learning or
adapting to new conditions.

General AI refers to powerful artificial intelligence systems that do human-like

activities. They are often more sophisticated and can be found in applications like as
self-driving automobiles or hospital operating rooms.

Media & Journalism Transformations-Emerging Trends and Paradigm Shifts 43

Importance of AI
 Artificial intelligence automates recurrent learning and discovery using data.
Instead of automating manual labour, AI does repetitive, high-volume
computerised jobs. And it does so consistently and without tiredness.
 AI adds intelligence to current items. Many existing items will be enhanced with
AI capabilities, just how Siri was added as a feature to a new generation of Apple
devices.
 AI adapts via progressive learning techniques, allowing the data to perform the
programming.
 AI detects structure and regularities in data, allowing algorithms to learn skills.
Just as an algorithm can train itself to play chess, it can also learn which product
to propose next online. When fresh data is introduced into the models, they
adjust.
 AI analyses more and more complex datasets using neural networks with several
hidden layers. Building a fraud detection system with five hidden levels was
previously impossible.
 Deep neural networks allow AI to attain remarkable levels of accuracy. For
example, your interactions with Alexa and Google are all powered by deep
learning. And as you use these things, they get increasingly accurate.
 AI maximises the use of data. When algorithms are self-learning, the data
becomes an asset. The answers are in the data; you simply need to use AI to
locate them. Since the role of the data is now more important than ever, it can
create a competitive advantage.

AI in the Media Industry

The media and entertainment industries are early adopters of contemporary
technology, embracing the digital revolution and exploiting the ever-changing
technology to create better content, improve user experience, and establish a robust
brand presence.

44 Impact of AI on Media & Entertainment Industry

One of the ways the media and entertainment industries have embraced the digital
revolution is by using data-driven insights to better understand current consumer-
centric marketplaces and adapting operational processes to improve user experiences.
As a result of artificial intelligence AI in media and entertainment, predictive
analytics, recommendation engines, customer journey mapping, and audience
segmentation are now widely used.

AI’s impact extends across film, television, over-the-top (OTT), music, and gaming,
improving content creation, music composition, and gameplay for a more engaging
and collaborative future. AI also contributes to the growing desire for curated and
tailored experiences, making it easier for people to find the material they enjoy.

The market size for AI in media and entertainment

As we approach 2024, the $2.3 trillion media and entertainment sector faces a critical
crossroads. The digital revolution has not just arrived; it is reshaping the landscape.

The media and entertainment sector is thriving in today’s globe. Whether it’s social
media networking, news websites, or OTT platforms, the business has much to offer

Media & Journalism Transformations-Emerging Trends and Paradigm Shifts 45

the general population. Statistics estimate that the M&E business will be worth $2.9
trillion by 2026.

The AI market is expected to reach $312.4 billion USD by 2027, according to

ReportLinker. Any businesses must stay current on the newest developments in order
to decide where they can utilise this technology to not only boost productivity but
also remain competitive. AI has been a major changer, quickly permeating
practically every aspect of our lives and increasing company efficiency. The
expanding number of linked devices and the Internet of Things (IoT) are the primary
drivers of market growth. The PwC’s Entertainment & Media Outlook points iut that
with more people staying home and switching on their streaming services, COVID-
19 has catalyzed the adoption. AI is being used in media and entertainment in many
ways.

46 Impact of AI on Media & Entertainment Industry

Artificial intelligence is continuously evolving and sweeping the media and
entertainment industry, working behind the scenes to increase efficiency and bring
personalization to a whole new level. In today’s competitive climate, there is an
imperative need for media houses need to embrace and implement AI tools.

Background theories
1. Technological Determinism:

Technological determinism asserts that technology determines society's structures,

conduct, and processes. This perspective aids in understanding how the use of AI
technology in the media sector has altered content development, distribution,
advertising, and worker dynamics (Drew, 2016). It understands that AI is more than
just a passive instrument; it also influences and reconfigures the media landscape
(Dafoe, 2015).

2. Social Construction of Technology:

The paradigm for the social construction of technology (Smith, 2017) asserts that
technology is a socially constructed object impacted by a variety of institutional,
cultural, and social elements. This paradigm may be used to investigate how
sociocultural contexts, power dynamics, and organisational practices in the media
sector influence AI technology (Budge, 2017). It emphasises the link between
technology and society and allows for an examination of the challenges associated
with AI implementation.).

3. Media Ecology:

Media ecology highlights the relationship between media technology, human

communication, and the environment (Ruotsalainen & Heinonen, 2015). This
technique allows for the analysis of the interactions between AI technologies and
present media ecosystems, including how they affect media organisation dynamics,
communication patterns, and content consumption patterns (Breyer, Heinonen, and
Ruotsalainen, 2017). It gives perspectives on how AI integration will affect society
and the environment.

Media & Journalism Transformations-Emerging Trends and Paradigm Shifts 47

Media and Entertainment Industry’s response to AI
AI is now heading into solving challenges in the media industry. Technologies
powered by AI are causing substantial market and industry transformations for media
and entertainment firms.

Multinational mass media and entertainment conglomerate Warner Bros is just one
example of a media giant now using technology to manage its films and budgets. It is
used to expedite repetitive tasks, streamline captioning, filter and distribute news,
and much more, leaving more time for creators to spend on actually creating.

While the internet is rife with 'fake news', making it increasingly difficult for
consumers to tell the difference between reality and fiction, AI technologies can now
source and fact-check a narrative to detect 'fake news'. One example is Google's
Search Algorithm upgrade in 2017, which was intended to prevent the spread of false
news and hate speech. The University of Michigan also created an AI technique that
can detect false news items 76% of the time. Websites are put into a sophisticated
algorithm, which scans the sources and predicts the most accurate and credible
versions of news. The more webpages that are 'fed' into the algorithm, the more
accurate it gets since it constantly 'learns' over time.

Artificial intelligence in media is rapidly being utilised to automate repetitive

activities and allow journalists and entertainment makers to operate more effectively.
For example, several media businesses are now captioning their films automated
speech recognition (ASR) technology, including real-time live broadcasts. These
technologies can also help media producers by giving transcripts of everything
spoken during programme tapings and interview recordings. This feature helps them
to achieve statutory FCC compliance, but it also acts as legal documentation of
interview remarks, avoiding possible legal scrutiny, giving them more time and
energy to think creatively.

While the media professionals are continuously looking for methods to save money
and increase efficiency. Automating news creation has become the newest solution to
cutting expenses while increasing viewership. Journalists employ artificial
intelligence in media creation processes. In what is becoming known as "automated

48 Impact of AI on Media & Entertainment Industry

journalism," they can gather material and comprehend data pools while also
composing and distributing media with the push of a button. Stories are being
produced on a large basis using algorithms. Structured data on sports games and
financial results, for example, may be converted into news texts with minimal human
participation and contribution.

AI is used is to personalise news- Machine learning provides opportunities to better

understand a user's preferences and deliver more interesting information. This
technique is also used to display breaking news on your mobile device's lock screen.
Intelligent alerts, often known as 'recommender systems', tailor the material you see
to your unique tastes.

Social media has transformed with the use of AI . An illustration - Facebook and
Instagram can recognize faces in photos and use automated retargeting to bring up
ads for products you were recently looking at. Advanced machine learning is used for
almost every aspect to enhance user experience and its profit. LinkedIn uses similar
technology to offer relevant job recommendations, while Snapchat and Instagram use
computer vision and AI to overlay filters that move with one’s face in real-time.

Other examples of artificial intelligence in social media include:

 Social creation and management: auto-generating social media content across

channels (including hashtags and shortened links)
 Social insights - analyzing posts at scale and extracting user insights
 Social media ads - writing optimized Facebook and Instagram, using AI tech to
predict, at scale, content that is optimized for clicks, conversions and language
preferences

Impact on the industry

Most entertainment industry players use AI-based solutions within their business
workflows. For instance,

 Netflix is a pioneer of AI integration due to its intelligent cast compilation and

viewer data analytics. They also apply a sophisticated deep learning and
computer vision algorithm to their recommendation engine. In addition, its

Media & Journalism Transformations-Emerging Trends and Paradigm Shifts 49

 video encoding analyzes each shot in a video and compresses it without
affecting the image quality, thus reducing the amount of data it uses.
 Another example is 20th Century Fox and IBM, who used Watson APIs and
machine learning techniques to analyze hundreds of horror and thriller movie
trailers. After learning what keeps audiences on the edge of their seats, the AI
system suggested the top 10 moments from the movie Morgan for a trailer. Then
an IBM filmmaker edited and arranged them together to create an enticing
trailer. Since then, 20th Century Fox has used AI and deep learning models to
predict which audience will most likely see a film based on the movie trailer.
They can accurately predict audience type and attendance for existing movies
and soon-to-be-released movies.
 Disney works hard on mixed and augmented reality projects, robotics, human-
computer interaction, computer vision, and more. On the AI front, Disney and
the University of California used a deep learning approach to denoise Monte
Carlo-rendered images, which produced high-quality results suitable for
production. For the film “Finding Dory,” a convolutional neural network was
trained to learn the complex relationship between noisy and reference data
across a large set of frames with varying distributed effects and produce noise-
free image quality. One of Disney’s most recent evolutions of AI has been the
project StoryPrint, which created “interactive visualizations of creative
storytelling that facilitates individual and comparative structural analyses.”
 "Content is King" is more relevant today than ever before. Industry leaders and
new-generation video providers invest billions of dollars in unique content.
While artificial intelligence cannot totally produce content on its own, it is
getting close with human aid. Intelligent technological solutions may also assist
filmmakers create pixel-perfect movies. AI may analyse your material to find
the greatest shots for certain requirements, such as the ideal colour palette, the
right actor emotion, and the optimal location to cut or combine sections. AI-
based software can perform certain activities more efficiently than humans. AI
can assemble the greatest sequences, generate personalised adverts on the fly,
make more engaging movie trailers, and much more.
 Tagging and video indexing are labor-intensive processes. However, recent
advancements in computer vision can help businesses save time and money.
Another development is the use of automatic metadata extraction, which

50 Impact of AI on Media & Entertainment Industry

 provides insights into the footage and unique experiences. The manner your
video is streamed is also important. Again, AI adds to the issue by ensuring the
highest possible image quality while optimising network consumption. It also
uses intelligent problem diagnostics during video distribution rather than a
manual alarm setting, and it makes your content available to international or
hearing-impaired audiences through subtitling and captions.
 The advertising industry is also transformed by AI -To drive results and save
resources, marketers are using AI to carefully target niche demographics,
generate ad creatives, and optimize ad campaigns based on accurate insights.
They’re also using contextual advertising and behavioral targeting powered by
AI and data science to get the right ads in front of the right people. AI creates
more relevant ad experiences for audiences, strengthening relations with brand.
AI-driven audience segmentation ensures targeted content delivery, maximizing
engagement and conversions. AI-optimized online ads increase conversion rates
and maximize return on ad spend (ROAS). The AI-powered interactive
experiences enhance customer satisfaction and engagement. AI-driven decision-
making improves advertising effectiveness and enhances ROI. Measurement
and analytics enable data-driven insights for optimizing campaign success and
reducing waste.
 In print media Advanced AI systems like Klara Indernach (KI), a sophisticated
tool structures texts, conduct extensive content research and summarise vast
amounts of information quickly and efficiently. These capabilities greatly
enhance the speed and scope of content creation at EXPRESS.de, especially
when it comes to articles with predictable content to write, such as sport reports.
Human editors still play an active role in the publication process. This
collaboration guarantees that the integrity of journalism is still upheld, while
also benefitting from the productivity gains that AI can provide.
 Large corporations such as Google, Microsoft and OpenAI are interested in the
archives of media organisations to use such data to train their Large Language
Models. While allowing access to their archives may be of benefit for media
organisations, many are having issues with allowing free access to their
archives.
 Several news organisations have seen potential in such a solution and have
started developing automatically generated news quizzes based on existing

Media & Journalism Transformations-Emerging Trends and Paradigm Shifts 51

 articles. TIME ran a series of experiments, utilising ChatGPT to mine its archive
of 200 million words of iconic stories to gauge current affairs knowledge for
quiz content. This AI integration combines engagement and education,
encouraging readers to pay more attention while reading news.
 Artificial intelligence may help media professionals develop photos, drawings,
and infographics for news articles. These technologies facilitate the design
process, which often takes time and skill, and can generate appropriate
visualisations by inputting text or data. This reduces human resource
requirements while increasing content production speed. It's also a cost-effective
alternative, particularly for smaller news organisations that can't afford a huge
design staff or pricey freelancers. AI-generated images improve the relevance
and engagement of marketing campaigns by producing them swiftly and
personalised. AI-generated graphics provide chances for creative storytelling,
with real-time visuals adding to storylines and increasing audience engagement.
 In recent years, AI techniques like machine learning, natural language
processing, computer vision, and predictive analytics have been increasingly
applied in diverse domains, including public relations and media. Integrating AI
with public relations and media is an emerging interdisciplinary research area
with high potential for innovation and societal impact. AI can transform public
relations by automating processes, analyzing stakeholder data, predicting crises,
personalizing communication, and generating content. For media, AI enables
curating personalized news, fact-checking, automating news writing, uncovering
data-driven stories, and predicting consumption patterns. However, challenges
around ethics, transparency, privacy, and job losses evoke debates on AI's
implications for public relations and media professionals. Nevertheless, amidst
the risks, AI presents invaluable opportunities to enhance efficiency,
engagement, and creativity if strategically leveraged. This nascent domain
integrating AI in public relations and media warrants greater research attention
to responsibly guide applications and policy.

Effects of AI on the Entertainment and Media Industry

Many companies use AI to increase customer satisfaction, expedite procedures, and
deliver personalized information.

52 Impact of AI on Media & Entertainment Industry

One primary way AI in media and entertainment is through content development. AI
algorithms can analyze large data sets to create content intended for specific
audiences. Netflix utilizes machine learning algorithms to analyze watching habits
and recommend material to viewers. At the same time, Storyful and Jukin Media use
AI to evaluate user-generated content and find potential viral hits.

AI may also produce new types of content, such as virtual influencers and performers
created by computers. AI is also capable of enhancing the consumer entertainment
experience. For example, AI-powered chatbots and assistants, like Alexa from
Amazon, are quickly integrated into entertainment systems to let users manage their
entertainment using voice commands.

Another effect of AI on the media and entertainment industry is personalization.

Music and content recommendation systems use AI algorithms to provide
personalized recommendations that increase user happiness by showcasing content
that suits personal tastes. Customized games keep players interested by constantly
changing the difficulty level to suit their abilities and preferences.

Character modeling and AI-driven animation, which enhance the lifelikeness of 3D

models in movies and video games, are two other ways the media and entertainment
industry has benefited from AI’s efficiency. AI-powered tools for music composition
facilitate the creation of customized soundtracks for composers. AI also speeds up
content development by automating tasks like video editing, proofreading, and even
writing advertisement copy. This lowers costs and increases output.

Finally, AI is essential to audience engagement and marketing. It makes it possible to

target ads precisely, guaranteeing that the proper people see the information.
Artificial intelligence (AI) transforms the media and entertainment industry by
enhancing customization, productivity, innovation, and campaign optimization for
better outcomes.

AI is also utilized to improve marketing and advertising in the media and

entertainment industry. Businesses can use adaptive AI algorithms to analyze
consumer behavior and preference data to create more specialized and targeted
marketing campaigns.

Media & Journalism Transformations-Emerging Trends and Paradigm Shifts 53

Advantages of AI in the Media and Entertainment Industry

One of the outstanding approaches used by AI in media and entertainment industries

is incorporating data-driven insights to traverse the new consumer-centric economy.
As a result, AI in media and entertainment gives chances for businesses to improve
user experience. Artificial intelligence (AI) transforms the media and entertainment
industry by enhancing customization, productivity, innovation, and campaign
optimization for better outcomes. The following are a few benefits of AI in media
and entertainment:

Personalization
Content personalization is a key strategy for improving user engagement and
experience on OTT platforms. This involves tailoring content suggestions to
individual interests. With so many options accessible nowadays, it might be difficult
to find the right movie or show. Content customization enables media and
entertainment organizations to ensure that each client receives content ideas based on
their tastes, therefore retaining them and improving the customer experience.

54 Impact of AI on Media & Entertainment Industry

By analyzing user data, generative AI systems can provide personalized suggestions
for films, TV series, and music. This enhances content engagement and user
retention for entertainment firms.

Audience Engagement

We already know that AI can provide consumers with tailored recommendations,

which is undoubtedly a great method to increase audience engagement. AI chatbots,
on the other hand, may interact with people on websites and social media platforms
to respond to their questions, provide customer assistance, and much more. This is
just one of the many ways AI can keep your audiences interested.

Media & Journalism Transformations-Emerging Trends and Paradigm Shifts 55

Voice Recognition
Voice and voice recognition employ artificial intelligence to comprehend and
interpret spoken words. In the entertainment industry, AI-powered speech
recognition is used in voice-activated interfaces, allowing consumers to operate
gadgets or access content by speaking. Additionally, AI is employed for automatic
dubbing and translation, which improves accessibility and makes material available
to a varied global audience.

Speech Recognition
Speech recognition, a branch of natural language processing (NLP), modifies mobile
app interactions to provide customized experiences and hands-free operation. Speech
recognition capabilities include effortless navigation, content scrolling, command
initiation, and voice command access to functionalities that provide for a seamless
and relatable user experience. Additionally, the technology enhances accessibility for
individuals with disabilities, providing them with a streamlined and all-encompassing
app experience. Voice search may simplify finding material, and voice-activated
content creation and interactive storytelling increase user creativity and engagement.

Film Production
Artificial Intelligence (AI) in entertainment offers a diverse range of benefits to the
film business, transforming conventional perspectives in this dynamic field of
filmmaking. Its complex elements have an impact on how movies are made and seen.

56 Impact of AI on Media & Entertainment Industry

AI’s ability to create art, create recommendation engines, upsample images, and do
much more has remarkably influenced the media and entertainment sector.

Production efficiency

The entertainment industry may see an increase in production process efficiency

thanks to artificial intelligence (AI). By automating processes like narration, post-
production, and video editing, AI in media and entertainment can save time and
money.

Thanks to AI, filmmakers may produce intricate graphics they never imagined. AI in
entertainment has boosted the creative vision by, for example, de-aging performers.
Both the pre-production and post-production processes are streamlined by it.AI tools
can now compose scripts and produce films on behalf of humans. It requires less

Media & Journalism Transformations-Emerging Trends and Paradigm Shifts 57

time, effort, and money to apply AI in film production. For example, 28 Squared
Studios worked with Moon Ventures to develop the short film The Safe Zone.
ChatGPT wrote and produced the entire film, including the facial expressions,
character writing, costumes, and camera settings. This film was created to highlight
how generative AI may benefit the entertainment business. High-end graphics and
visual upgrades in movies are the best examples of AI’s utility in film production.

Increase Revenue and Brand Value

Increased revenue is the ultimate goal of any firm. That is why more industrial
organizations are collaborating with reputable AI consulting firms to improve
internal processes and implement modern technology. It also enables them to make
sound decisions and develop a strong brand value in a competitive industry. The
stronger the reputation, the higher the ROI, earnings, and client loyalty.

Virtual Production and CGI

58 Impact of AI on Media & Entertainment Industry

Artificial intelligence (AI) has the potential to transform the special effects and
computer-generated imagery industries. It would allow for real-time depiction of
complicated scenarios, making it easier for filmmakers to visualize and shoot scenes
that combine live-action and computer-generated aspects. This lowers production
costs and accelerates the creative process, resulting in dazzling visual effects in films
and television shows.

AI in Audio and Music Production

AI can aid with music composition and audio quality enhancement. AI, for example,
can compose background music for films or television shows, produce new sound
effects, and remove undesired noises from recordings. It makes the final audio
product clearer and more engaging for listeners.

Reaction from the audience

AI may analyze audience behavior and comments to suggest ways to improve
content and boost engagement. Better content that engages viewers and enhances the
user experience overall may be generated using this information.

Real-Time Translation and Subtitling

Real-Time Translation and Subtitling employ artificial intelligence to translate
spoken or written material from one language to another in real-time. AI-powered

Media & Journalism Transformations-Emerging Trends and Paradigm Shifts 59

language processing models offer real-time translation of spoken words or written
text, making material available to a worldwide audience.This is very useful for
multinational content distribution. It guarantees that the audience understands and
enjoys the material.

Improved decision-making
Artificial intelligence (AI) helps firms make better decisions by searching enormous
amounts of data for pertinent information. Marketing and product development
choices are supported by anticipating customer behavior and predictive analytics.
Businesses may improve the outcomes of their branding and marketing initiatives by
obtaining valuable insights into customer perceptions of their brands using sentiment
analysis powered by AI.

AR and VR

The days of customers just consuming a piece of material and moving on are long
gone. The immersive and interactive content that modern customers desire is made
feasible by AR and VR. By enabling media and entertainment firms to create
interactive programs or NPCs in video games, AI applications have increased how
AR and VR may enhance the customer experience. According to the 2017 Global
Entertainment and Media Outlook, virtual reality (VR) is expected to be the fastest-
growing category in the entertainment and media industry.

60 Impact of AI on Media & Entertainment Industry

Lower costs
By automating procedures, artificial intelligence AI in media and entertainment
companies helps save money. This lowers labor costs by minimizing the need for
human labor, while AI-powered optimization simultaneously reduces energy use,
which lowers utility costs. For example, AI-driven content production in the media
lowers labor costs by decreasing the need for writers and editors. Artificial
Intelligence optimization reduces data center energy use, which lowers energy costs.

Gaming Industry

Businesses have made large expenditures in the media and entertainment sector due
to the considerable audience involvement in the gaming sector. People’s perceptions
of entertainment have significantly changed as a result of AI being included in
games. Artificial intelligence (AI)-capable non-player characters (NPCs) might
display complex behavior and adapt to player inputs to provide a more intricate and
captivating experience over time.

Podcasts
Podcasts have become more and more popular in the ever-changing world of
technology. Businesses provide a sophisticated information channel by utilizing
strategic content development. The media and entertainment sector may create

Media & Journalism Transformations-Emerging Trends and Paradigm Shifts 61

tailored, interactive, and interesting content by utilizing AI, which makes it a great
option for those with hectic schedules who lack the time to read or watch
information. Using AI in podcasting can simplify audio editing.

Natural language processing

Natural language processing, or NLP, is an amazing artificial intelligence component
that uses navigation to produce and evaluate human language. NLP is used to create
subtitles for people who are hard of hearing automatically. Audio is transcribed into
text format. AI is also changing how original podcast content is produced, improving
listener engagement and changing processes in the media and entertainment sector.

Customized Content Suggestions

One of the AI-driven developments in the media and entertainment space,
particularly in the mobile app development market, is content customization.
Personalized content recommendations are generated using machine learning systems
to analyze user behavior, viewing history, and preferences. AI algorithms are used by
businesses like Disney Plus to generate personalized suggestions that boost user
engagement.

The precise AI-enabled guidance impacts the success of media and entertainment
applications and user pleasure. AI integration in the media and entertainment sector
is spurring innovation and changing the production and consumption of content.

Sentiment Analysis
To analyze feelings in the media and entertainment sector, artificial intelligence must
recognize users’ emotions when they engage with and watch material; when mobile
app development, sentiment analysis improves user engagement by tailoring content
according to audience responses. App developers may create suggestions, interactive
components, and iterative and emotionally relevant features by examining user
sentiment. This brilliant idea allows the AI in media and entertainment sectors to
relate to changing trends consistently.

62 Impact of AI on Media & Entertainment Industry

Publication of Books
Artificial Intelligence (AI), a powerful force in technology, has left its mark by
streamlining repetitious processes, cutting expenses, and improving the efficiency of
the book publishing industry. Automation enhances productivity and prediction, from
the last stages of test preparation to delivery to readers. Publishers can provide the
most engaging and pertinent material for their audiences by quickly analyzing vast
volumes of data. With AI-powered technologies, publishers may create text
according to criteria.

AI can quickly summarize a book and compile a summary in the media and
entertainment sector. It also uses machine learning techniques to help create book
covers and layouts. AI can suggest marketing and distribution channels based on
reader preferences.

Marketing and Advertising

Artificial intelligence is a special technology since it helps with lead generation,
customer interaction, and product presentation. AI improves productivity in
marketing; ChatGPT and similar solutions enable rapid content creation for emails,
reports, taglines, and other purposes.AI can create focused marketing and promotion
plans by looking at user data and social media trends. This enhances the marketing
return on investment for entertainment firms by helping them select the correct
audience.

Media & Journalism Transformations-Emerging Trends and Paradigm Shifts 63

With the help of AI integration, stakeholders, company owners, and marketers carry
out expert design strategies, product engineering, and effective delivery techniques to
provide end users with significant value.

Robust chatbot development, campaign development, content personalization, and

process automation help the marketing sector create compelling marketing strategies
and meet customer expectations. Furthermore, AI in media and entertainment is
improving user experiences, streamlining operations, and changing the nature of the
sector.

Examples from the real world: AI’s Effect on the Media and
Entertainment Sector
Here are a few examples of how artificial intelligence (AI) transforms the media and
entertainment sector and accelerates corporate growth.

Netflix

One of the top Internet television networks, with 190 nations, has completely
changed its technological stack. Netflix has used ML and AI to analyze watch history
and determine bandwidth.

One of the most important sources of knowledge regarding viewers’ what, how, and
emotional states is now metadata. Netflix can effectively target them and provide
more tailored highlights to guide viewers with rich content information.When you’re
watching your favorite show, buffering might be upsetting. Netflix uses artificial
intelligence (AI) in adaptive bitrate streaming, which regulates video quality by
continuously assessing device capabilities and Internet connection speed.

Amazon Prime

With the use of AI and machine learning, Amazon has improved its operations and
increased operational efficiency. Alexa is a well-liked product from Amazon. This
intelligent speaker, accessible in 80 countries and 15 languages, continuously
improves business by creating customized content.

64 Impact of AI on Media & Entertainment Industry

Gullybeat

Gullybeat is an app that lets any street rapper show off their skills. It offers users
interactive typography and designs to find new music, including rap, in karaoke.

Benefits of AI in Media and Entertainment Industry

The media and entertainment industry can reap various benefits through the
implementation of AI applications:

 Streamlined processes and improved services, resulting in more efficient

operations.
 Enhanced budget allocation insights, leading to increased revenue generation.
 Real-time marketing intelligence, enabling greater marketing agility.
 Improved marketing and advertisement landscape, fostering better promotional
strategies.
 Enhanced content security and privacy management, ensuring data protection.
 Elevated customer experience and personalization, catering to individual
preferences.

Challenges of AI in the Media and Entertainment Industry

Adopting AI technologies in the media and entertainment industries presents its own
set of hurdles. Let’s explore some of the challenges of AI in the media and
entertainment:

Quality Control
The widespread use of AI, as demonstrated by the popularity of ChatGPT, has
sparked concerns regarding the potential spread of disinformation. As AI-powered
systems become more capable of generating news articles and other content, there is
a growing concern that the reliability and authenticity of such AI-generated content
may be compromised. This apprehension is further substantiated by a survey
revealing that more than 78% of U.S. adults hold a negative view of news articles
generated by AI.

Media & Journalism Transformations-Emerging Trends and Paradigm Shifts 65

This highlights the importance of ensuring that AI systems are trained on reliable and
verified sources of information. Implementing robust fact-checking processes and
integrating quality control mechanisms can help mitigate the risks associated with
misinformation.

Copyright and Licensing Issues

Publishers frequently impose limitations on the usage of their content for AI learning
processes. This is done to safeguard their intellectual property rights and prevent
unauthorized use or replication of their work.However, such restrictions can
sometimes lead to legal disputes between publishers and AI software manufacturers
or developers who seek access to copyrighted materials for training AI
models.Nevertheless, the U.S. copyright office recently ruled that AI-generated
images in a graphic novel are not subject to copyright laws. The reasoning behind
this ruling is based on the argument that images generated by non-human entities,
such as AI algorithms, lack the necessary human creative input and originality to
qualify for intellectual property protection.

Job Loss
The emergence of AI in creative fields raises concerns among professionals working
in those domains, such as art, photography, and copy editing.Professionals in these
fields are grappling with the implications of AI’s capabilities and the extent to which
it may impact their roles and responsibilities.In fact, about 37% of U.S. adults
believe that AI will result in fewer job opportunities for humans. Interestingly,
younger generations perceive AI as creating opportunities, while older generations
express pessimism and worry about potential skill replacement. They are more
inclined to embrace AI as a collaborative partner rather than viewing it as a threat.

Ethical Concerns and Public Acceptance

The ethical dilemma arises from the potential harm caused by deepfake videos, as
they can spread false information and have detrimental consequences. To mitigate
the risk of unintended harm, when utilizing AI for content creation media and
entertainment firms must ensure responsible and ethical practices. Simultaneously,

66 Impact of AI on Media & Entertainment Industry

gaining public acceptance of AI in the media and entertainment industry is of
paramount importance. Many individuals may initially harbor reservations and
hesitation when it comes to embracing AI-generated songs, movies, or news articles,
as they prefer the involvement of human creativity and expertise. Establishing trust
and confidence in AI-generated content will require time, as people gradually
become accustomed to this new technology. The key lies in consistently delivering
high-quality content that meets or exceeds the expectations of the audience, fostering
a sense of reliability and satisfaction that can win over public acceptance.

Artificial super intelligence, or ASI, is an AI that can outsmart humans by

exhibiting cognitive abilities and evolving its thought processes. Artificial super
intelligence, sometimes called super AI, is considered the most sophisticated, potent,
and intelligent kind of AI, surpassing the intellect of some of the greatest brains in
history, including Albert Einstein.

Superintelligent machines possess self-awareness and can abstract thought and

interpretation beyond human comprehension. This is because just a few billion
neurons in the human brain can think. In addition to mimicking the complex
behavioral intelligence of humans, ASI is also capable of comprehending and
interpreting human feelings and experiences. Based on the AI’s comprehension
capacity, ASI creates emotional understanding, beliefs, and desires.

Superintelligence is currently more of a theoretical potential than a practical reality

because of current computer science and artificial intelligence progress towards
Artificial Narrow Intelligence (ANI). This suggests that AI systems are exclusively
made to address particular issues.

Potential Threats of Super AI Systems

Though many theorists and technology researchers have cautioned against the idea of
computers surpassing human intelligence, artificial superintelligence has a large
following and proponents. They think the world might end in a catastrophe due to
such sophisticated intellect, as depicted in several Hollywood films, including Star
Trek and Matrix. Furthermore, even tech titans like Elon Musk and Bill Gates are
concerned about ASI and believe it threatens civilization.

Media & Journalism Transformations-Emerging Trends and Paradigm Shifts 67

On the other side, Superintelligent machines do not exist in the real world since ASI
is still theoretical. The robot R2D2 from the Star Wars film is an example of machine
intelligence in science fiction; it can do various technical tasks beyond a person’s
capabilities. In Stanley Kubrick’s 2001: A Space Odyssey, the HAL computer
program can manage an interstellar spaceship’s entire operation.

Examples of AI systems in the real world that potentially serve as the

foundation for upcoming ASI systems include as follows:

Apple Siri and Amazon Alexa are two examples of personal assistants that can
recognize speech naturally.

Netflix and other machine-learning recommendation systems analyze user viewing

and search histories to recommend new shows and films.

Self-driving cars, such as Tesla.

68 Impact of AI on Media & Entertainment Industry

Tools for machine learning that help physicians with diagnosis and therapy.

Google’s BERT and OpenAI’s GPT-2 and GPT-3 are well-known instances of
LLMs. The development of large language models, such as ChatGPT, has been
revolutionizing the field of natural language processing and is at the forefront of
ChatGPT development services.

An image dataset introduces a computer vision model, whereas text data is used to
prepare an NLP model. Similarly, an acoustic model handles speech using wake
word detection and noise cancellation settings. Since the model’s output links to just
one source of data type-text, images, and speech-single modal AI is the type of
machine learning used in this instance.

Artificial intelligence (AI) drives inventions in nearly every field, including science,
music, and literature. The next phase of “creative AI,” when AI-generated photos,
infographics, and perhaps films become a reality, will be ushered in by advancements
in multimodal AI.

Conclusion
Even though the whole extent of artificial superintelligence is still unknown, experts
worldwide are very interested in it. Even though ASI carries many risks, AI experts
believe that if it is accomplished, humanity will have made great strides toward
solving the intriguing secrets of the cosmos and beyond.

Despite the uncertainty and dread surrounding its unpredictable Nature and the
terrible consequences that malevolent superintelligence may bring, the future of
super AI is incredibly bright today. The actual Nature of superintelligence and
whether or not it would benefit humanity will become apparent in the ensuing
decades. Whether to believe that super AI will benefit or endanger humanity, will
continue to be a debatable question.

In conclusion, the media and entertainment industry has entered a transformational

era by integrating Artificial Intelligence (AI), which has revolutionized many content
development, delivery, and audience interaction elements. The cooperation of major
players in the market, including Blizzard Entertainment, Walt Disney World, Google,

Media & Journalism Transformations-Emerging Trends and Paradigm Shifts 69

Microsoft, and Intel, highlights the shared dedication to utilizing AI’s potential for
previously unheard-of levels of innovation and spectacle.

The AI in media and entertainment sector is well-positioned for future developments

that will influence the production and consumption of content as AI drives
efficiency, creativity, and innovation.

Artificial intelligence is changing the media and entertainment industries. It is

undoubtedly having a significant impact on raising the effectiveness of the
procedures used in the entertainment industry. Businesses in the entertainment and
media sectors should collaborate with AI consulting firms to guarantee data
compliance and maximize the use of cutting-edge technology to increase income.
Proper use of AI in media and entertainment will result in favorable improvements
for the worldwide industry.

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