“Artificial intelligence and generative AI may be the most important technology of any lifetime.” — Marc Beniof, CEO, and co-founder, Salesforce
Well, this statement isn’t just some tech guru rambling. Generative AI in the Media & Entertainment industry is on the verge of an amazing change and revolutionizing content creation and consumption. You may wonder, What is Generative AI?
Allow me to begin at the beginning, The basics in other words.
Generative AI can be defined as a technical solution that is able to produce new content and materials on its own, having learned from other content and materials.
In Media & Entertainment, this means a new form of creating movies, music, and much more.
Moving on, how does it work?
The two main forms of generative AI are algorithms called –
- Generative Adversarial Network (GANs)
- Variational Autoencoder (VAEs)
These algorithms derive from a practically limitless amount of data and synthesize something new from them. Imagine teaching a beginner with piles of artwork; after some time, he/she will start drawing similar masterpieces.
Similarly, these algorithms learn from extensive datasets to generate fresh and creative content. There are several use cases and benefits of using Generative AI in Media and Entertainment, and this is what we will cover in this blog.
Let’s first have the market overview.
Generative AI in the Media and Entertainment Market Overview
Considering the growth rate of Generative AI in the Media and Entertainment market, the global market is projected to grow at a CAGR of 43.2% % during the forecast period, 2023-2032. Therefore, it is expected to hit USD 4,939,219.4 million by 2032.
EY’s research highlights the transformative potential of Gen AI across the entire M&E value chain, from content creation to engagement. This innovation unlocks new monetization avenues. Key applications of Gen AI in M&E include:
- Content Development (92%)
- Product Development/Design (69%)
- Customer Engagement (65%)
Now, let’s glimpse how generative AI is being used in media & entertainment.
Top Use Cases of Generative AI in Media & Entertainment
Generative AI is considered one of the most advanced technologies today. It has the capability to create new possibilities for creativity and innovation. This raises an important question: how is it being utilized? Here are some different use cases of generative AI in the media and entertainment industry:
1. Composing Music and Sound Score
Perhaps one of the most bright use cases of generative AI employment in media and entertainment industry is music production. Computational models are capable of writing their own numbers which means that both musicians and composers can find useful in their work.
Not only that, but it can also lead to plenty of creative opportunities as well which saves time. For example, do you observe that the AI music can change the tone according to the type of scene in a video game or movie? That’s quite remarkable and useful for music composers.
2. Film and Video Editing
Another application of generative AI is rapidly growing in film and video editing. In the past, editing could prove to be complex and often lengthy, but this is no longer the case since AI is helping minimize the same.
Because it can help choose what footage should be used next as well as propose how it should be cut, transitioned, and even handle the effect. The process is sped up for the editor. In addition, generative AI can create effects that might be pretty expensive or even unattainable in a manual manner.
3. Personalized Content Creation
Who doesn’t love to have content that is unique to him/her to some extent, right? Media & entertainment is using Generative AI in the way it transforms the content to suit a customer’s desire. Based on the user data it is possible to create unique news, texts for social networks, and even videos for a particular viewer.
Although, through such methods of personalization, not only is the user experience improved, but audiences remain engaged for a longer period of time. Hence, have artificial intelligence consulting services to let experts guide you through the complex process of integrating generative AI into your media and entertainment business.
4. Virtual Actors and Characters
When sitting for a movie, have you ever pictured a lead character who is not a reality? By using generative AI, this is becoming a reality. Virtual actors and avatars are entering film and video games since the use of AI technology.
These digital personas can also be created with modulations in look and movement as well as verbal intonation that originate from a human character. It proves most valuable in cases where real actors cannot be used, for example, when performing dangerous stunts, or using creatures belonging to the mythological world.
5. Script and Story Development
Can’t writing scripts be quite a task at times? Wouldn’t you know that generative AI is pitching in by identifying trends in successful stories, thus, helping to create new plots.
It does not mean that a human writer can be replaced by an AI, not at all, but the same is a highly useful tool that can be used to unlock one’s ideas, to get unblocked when none good ideas are being generated. Perhaps someday you’ll get the next scene of your favorite movie made using generative AI — the story development is there anyways.
6. Advertising and Marketing
In the context of advertising, generative AI is emerging as an exciting frontier addiction. Gen AI has the potential in enabling the creation of appropriate advertisement content that will appeal to certain demographic categories.
Since AI deals with big data, it is easier to detect trends and consequently generate Ads content that could be more appealing to the viewer. As a result, businesses are aware of better engagement rates and consequently increased sales.
7. Enhancing Animation
Animation is in fact one of the most creative forms of art that needs a lot of work and concentration wouldn’t you say? Significant advancements in Generative AI are already being integrated into the animation field in a way that the software automatically draws intermediate frames, colors, and textures.
The use cases of Generative AI in media & entertainment can also be seen as it helps free up more of the animators’ time so they can be artistic. This approach also optimizes time to produce more quickly while reducing costs for ambitious projects.
8. Real-Time Language Translation
Just like watching a foreign movie while you understand the language spoken, but with no subtitles. This is being made possible by generative AI for real-time language translation for media content. It is capable of providing good translations of the text and preserving the shades of the conversation. It is opening people to new languages, making content of all parts of the world easily accessible.
9. Immersive Experiences with AI
Have you ever wished you could completely immerse yourself in a story as a reader? Realistic applications such as virtual reality that were already in their initial stages have been boosted by generative AI.
Through the introduction of contents which can respond to the behaviors of the users, AI provides experiences that appear more appealing. It is possible to roam around computer generated environment or to just have chat with characters created by technology or not, all are including.
10. Enhancing Visual Effects
One of the biggest attractions which movies have for many people is special effects. These effects are being superceded by generative AI, which can now create realistic textures, lighting and even scenes. not only eases the pressure of vfx artists but also improves the quality of deliverables that go out in the market. So, with the help of AI, filmmakers can create visual elements which will attract the audience.
Benefits of integration of generative AI in media & entertainment business
Why is it a Big Deal? Well, as far as Generative AI is used in Media and Entertainment, it holds several opportunities for Business Representatives. For instance, to begin with, it can help create a lot of content in a very little time and money.
Experts analyzed how generative AI can improve industry efficiency.
Generative AI goes all the way to creating content for you. Other major benefits of Generative AI in Media and entertainment include:
So, for what reasons does it benefit the industry? Let’s explore further.
1. Enhancing Creativity and Content Creation
Perhaps the most considerable advantage of Generative AI in Media & Entertainment is its power to enhance creativity. Just think of creating an awesome visual without a large team or special equipment. That’s when generative AI comes into play, letting the creators push the boundaries of their imagination and try out new things.
Filmmakers use Generative AI in the simulation of complex scenes to save time and money. Amazing. They can have generative AI development services for developing tools that can simulate realistic environments and characters, freeing up filmmakers to focus on storytelling and direction.
2. Personalization at Scale
After all, who doesn’t love content that feels tailor-made just for them? Generative AI does this by studying user data and generating personalized content. Be it recommending a movie based on your past preferences or curating a music playlist that suits your mood, AI can do it all.
According to Statista, 96% of marketers in music, media, and movies, and 95% in gardening and arts and crafts, use personalization in their marketing.
Generative AI does much to help media organizations answer these expectations.
3. Low Cost and Less time-consuming
Content creation can be a tedious and expensive process especially when it comes to developing content high in quality. Nevertheless, by using Generative AI in Media & Entertainment, firms can substantially reduce costs and time expenses.
Since it is help automating repetitive tasks, AI frees up valuable human resources to focus on more strategic and creative activities.
For example, special effects and video editing take a few minutes to do with Generative AI, while it would have taken hours if done manually. This efficiency not only saves costs but allows for quicker turnaround times as well.
4. Enhancing Audience Engagement
With so many options at their fingertips, keeping audiences engaged is more critical than ever. Generative AI helps media companies retain and grow engagement by offering interactive and immersive experiences.
For instance, AI-powered chatbots can keep an audience informed and entertained in real-time at a live event.
In a study done by PwC, consumers said that technology makes them feel more connected to media and have a better customer experience. Clearly, Generative AI is invaluable in such an effort.
5. Innovation in Storytelling Skills
Well, the Art of Generative AI in Media and Entertainment is changing now. It can build up a whole new story, maybe taking different routes through the story, or even creating its own characters.
Such AI-made ideas may provide a kind of springboard for the ideas of writers and producers. Therefore, integration of both human and artificial intelligence provides absolutely new ways of storytelling to engage audiences. You know, just having that one brainstorming buddy who never seems to run out of ideas.
6. Improving Accessibility
Accessibility in media and entertainment is increasingly important, and generative AI can contribute much to that. The AI-driven tool can create captions, translations, and even audio descriptions of content, making it more accessible to a wide range of viewers.
Given that about 16% of the world’s population has some kind of disability, the potential of AI to improve accessibility is huge. By breaking down barriers, AI makes sure that everyone will be able to enjoy media content, regardless of their abilities.
Real-World Examples of Generative AI in Media & Entertainment
1. Generative AI in creating a campaign
So here it was, building the creative spark: Coca-Cola’s “Create Real Magic” campaign gave people permission to co-create its visual identity. For the first time, Coca-Cola leveraged innovative AI technology via DALL-E, calling upon fans to generate unique art that reflected its most iconic brand.
It follows that the most compelling of them then were featured on giant billboards in hotspots worldwide like Times Square and Piccadilly Circus, making fan-created art the core of an urban landscape.
It wasn’t just a showcase but really involved the top creators who received a special workshop along with the experts at Coca-Cola and OpenAI.
By opening up the possibility for consumers to contribute to the creative narrative of the brand, Coca-Cola enabled stronger engagement with its audience than any commercial could, stirring brand loyalty and driving hard purchase intent.
This campaign is one of the best examples of how Generative AI can be leveraged to create truly magical and personalized brand experiences.
2. Generative AI in News and Journalism
Even news channels are using AI for content creation, research, plagiarism detection, and identification of fake news, whereas some TV channels have even experimented with AI-generated news anchors.
As AI is constantly evolving, so its influence on the M&E industry will only go to a level where it opens a completely new avenue for storytelling, content creation, and audience engagement.
Believe it or not, Generative AI is making waves even in newsrooms.
For instance, Aaj Tak has come up with Sana, an AI anchor who can speak multiple languages. In addition, AI-powered algorithms contribute to the analysis of data by news organizations in finding trends and delivering news much faster. Such anchors can deliver news in real-time, which is a very big asset.
Apart from that, Gen AI can also be utilized for article drafting, analyzing data, and even the creation of visual content. It doesn’t mean that journalists are out of their jobs; instead, AI helps them in gathering and present information more effectively.
3. Generative AI in Flim creation
The 2019 film “Gemini Man” showcased a future of advanced digital technology, especially in making digital doubles of actors look more real. While that was great then, the fast evolution of AI has quickly overtaken that level of sophistication.
Today, generative AI is undergoing a complete transformation in the M&E industry. Streaming giants like Amazon Prime, Disney, and Netflix have been able to surpass conventional methods of content curation by using AI algorithms to analyze viewer preferences and suggest personalized content.
The gaming industry was one of the early adopters of generative AI, first using augmented reality, then virtual reality, and most recently mixed reality to make games more immersive.
The Future of Generative AI in Media & Entertainment
What does the future hold for generative AI in media and entertainment? Here are a few ways generative AI will change the game:
1. Better Storytelling
Generative AI will continue to push the boundaries of storytelling. Filmmakers, writers, and musicians will have more tools to create unique and engaging content. Imagine stories adapting to your preferences or interactive films that would change based on audience choices!
2. Global Collaboration
Generative AI will be able to foster global collaboration: thanks to AI-powered translation and communication tools, creators from any part of the world can collaborate with ease. That would mean more diversity and more culturally rich content for the rest to experience.
3. New Business Models
As AI becomes integral to media and entertainment, new business models will emerge: subscription services, pay-per-use, and personalized offerings of content. A whole new avenue opens up for creators and companies alike.
How ScalaCode Helps in Developing Generative AI Solutions
ScalaCode is a leading entertainment app development company, fully equipped with resources to help with innovative generative AI solution development crafted for the unique needs of the media and entertainment verticals.
With a strong background in AI and machine learning, ScalaCode can support the leveraging of generative AI toward creating innovative and captivating experiences for your audience.
With ScalaCode as your partner, the true potential of generative AI for your media and entertainment business is unleashed.
Closing Words
Generative AI is indeed bringing sea changes to the media and entertainment industry. Starting from movies and music, it has extended its power to video games and news, helping creators push their limits and create something new and exciting. Though there are some challenges to be faced, the potential benefits are immense.
So, whether you’re a filmmaker, musician, gamer, or news junkie, Generative AI is something to keep an eye on. It’s an exciting time to be part of the media and entertainment world, don’t you agree?
With Generative AI continuing to evolve, who knows what the future holds? One thing’s for sure—it’s going to be fascinating to watch. And who knows, maybe you’ll be the next creator to harness the power of AI in your work!
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