Reports

In an era when artificial intelligence is increasingly woven into creative pipelines, the question of how consumers feel about AI’s role in entertainment has moved from speculative to urgent.

The past year has seen generative models advance rapidly, with the ability to create much more realistic video.  But they’ve also become more effective at things like storyboarding and editing, as well as consumer-facing tasks like making content easier to find.

The debate over ethical AI is growing, with issues like Hollywood strikes highlighting the clash between human creativity and automation. Recent disputes, such as those over AI actors and copyright use illustrate the rising stakes.

Studios, services, and creators must consider which AI applications consumers will accept, since increased efficiency is pointless if audiences end up rejecting the content. What is the balance between trust, engagement and creativity?

Our TV Advertising: Facts vs. Fiction study has shown that consumers remain open to advertising, especially when it helps them save money, access more content, or feel their time is well spent. In Wave 10, we will focus on viewer attitudes, perceptions and experiences with tiered subscription services:

• How does the economic climate impact ad tier choice and ad acceptance?
• What are the drivers and barriers influencing tier-switching?
• How do perceptions of satisfaction, value, and loyalty differ across ad tier types?