AI is redefining the media and entertainment industry, from content creation through distribution and real-time localization and personalization. It has the power to transform movie development, game creation and advertising, and enable heightened and immersive experiences. Not surprisingly, M&E companies are making significant investments in AI. Grandview Research expects the market to almost quadruple from $26 billion in 2024 to $99.5 billion in 2030.
However, M&E companies face numerous obstacles to full-scale AI adoption, including costly infrastructure upgrades and an arduous deployment process. AI also introduces practical, legal and ethical challenges that can limit its benefits if not addressed in the planning stage.
Automation and Collaboration
Like many industries, M&E is using AI to automate repetitive and resource-intensive processes, such as video editing, color correction and other post-production tasks. AI can also streamline workflows and enhance collaboration by providing instant feedback and automatically tracking changes.
However, few M&E companies have the knowledge and skills needed to develop and implement AI-powered tools. They may also struggle to integrate AI into their production workflows. Long term, M&E companies must address the displacement of human workers by finding ways to create new opportunities.
Content Creation
AI-powered content creation can deliver tremendous benefits — and also create some significant challenges. By analyzing a wide range of content, machine learning models can develop new ideas and provide insight into plot structures and character development. Sentiment analysis tools can help human creators fine-tune their content to elicit specific emotional responses and forge a deeper connection with audiences.
However, overreliance on AI can result in repetitive content, particularly when AI outputs are used to train the model. Over time, the model will generate increasingly similar output, resulting in content that is formulaic. AI-generated content can seem impersonal and lack emotional resonance if creatives don’t maintain control over the process.
M&E companies will need to develop policies regarding the compensation of human creators and licensing and revenue sharing for AI-generated content. They must also implement controls to reduce the risk of infringing on IP or creating deepfakes based on an individual’s likeness.
Personalization and Localization
Customers have come to expect personalized experiences, and AI provides the deep understanding of audience behavior and preferences needed to provide personalized content recommendations. Personalization enables M&E companies to enhance audience engagement and attract and retain loyal customers. AI also enables real-time localization by fine-tuning subtitles or dubbing based on regional preferences, cultural context and other factors.
However, content personalization can create “filter bubbles,” limiting the diversity of content that’s presented to customers. It can also perpetuate biases and result in discriminatory recommendations or content delivery. Of course, AI-powered personalization relies on vast amounts of user data, and M&E companies must ensure they obtain the user’s consent before collecting and analyzing that data.
Content Distribution and Moderation
By integrating AI into their content distribution platforms, M&E companies can ensure that the right content is delivered to the right audiences at the right time across multiple platforms. AI-driven content moderation helps protect users from harm by detecting and flagging misinformation, hate speech and other forms of malicious content.
AI-powered content distribution can be hampered by limited scalability as well as the potential for filter bubbles and bias. Moderation algorithms may over- or under-censor because they don’t understand context or cultural nuances.
How Technologent Can Help
The Technologent team has a proven track record of success helping M&E companies harness AI to improve their operations and creative processes. Our dedicated AI practice has developed a comprehensive deployment strategy that ensures the secure, reliable and responsible use of AI across the enterprise. Let us help you identify AI use cases and adopt AI-powered tools that drive efficiency, innovation and competitive advantages.
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