Does artificial intelligence overturn or support the media and entertainment industry? It is one of the hot topics of discussion in our time. In particular, whether content generated by inexpensive AI is superior to human creativity. The new research report includes management consulting company Bain & Co. is optimistic that at least they are not yet ready to replace humans.
“The way you make money from media and businesses is both changing, but creative, human-driven content remains king,” Bain partners Nicole Magoon, Amanda Obrian and Matt Keith end with “Never Robots: How to Win an Era of Media Inundation.”
But let's start with recent signs of a potential flood of AI-generated content. “Amazon is currently limiting the daily number of Kindle Publications, music streaming platforms face unprecedented numbers of fully generated uploads, and social media offers avatar influencers,” says Bain Report. It is also often mentioned that the promise of AI technology will allow more people to produce programming at an unprecedented cheaper rate.
According to Bain Research, about 60% of today's creators who create the kind of content they consume use AI to create content types they've never created before. While much of this may not give you a huge amount of perspective, it makes it even more difficult for audiences to find the content they want in a more crowded market than ever before.
As a result, AI will only accelerate the shift in the media and entertainment sector, namely the surge in content from more sources and locations. The fact that content is ubiquitous and more social than before “will force both media and tech companies.” [to be] We're fighting to become a gatekeeper,” Bear's experts warn.
Importantly, they emphasize that “Pandora's AI box is open and nothing has returned.”
“Undiscovered creatives that create “enough” content that previously lacked tools,” the Bain team concludes. That sliver competes with traditional media for consumer time, even if the rest is not. ”
Also, AI augments the improvement in per unit of cost output “enhances what smaller, independent studios, labels and publishers can do,” the report argues. “They will be able to create premium content for just a small portion of the cost, making indies more competitive in segments they have never touched before.”
What does that mean for a big incumbent studio, label, and publisher? They must “find more efficiency to stay competitive,” the report suggests, by using AI tools. But they warn that they must do so “without affecting the creative differences in the core.” Or, in other words, “A scriptwriter has a process. Don't ruin it.”
And given the improved standards for indie, “large media companies need to make their content and experience even more premium,” Bain Report concludes. “By expanding the world of large gaming, using new technological tools such as film and virtual production in AI, we can innovate and drive creative boundaries.”
Other findings highlighted by the Bain team are that “most US respondents are hesitant to consume AI-generated media, but don't mind supporting creative processes.” As a result, they argue that “a pipeline of intellectual property, know-how and talent gives traditional media an edge over what people think.”
Their predictions and recommendations for sector players: “Develop creative talent and incorporate new tools to ensure that AI threatens the power of the platform.”
Conclusion of Bane's experts: “Before we abandon creativity to serve robot producers' overloads, remember that computer-generated images (CGI) will be releasing “everything has been changed” for the film, digital audio workstations will publish “everything has been changed” for music production, and “e-books have been changed everything.” And (probably) the entertainment since the press. ”
And the key has not changed yet. The Bain Report emphasizes: “Success requires generating great content at competitive cost, allowing viewers to consume that content and monetize its engagement.”
