Alvarez & Marsal Study: Consumers Widely Accept AI-Created Media
A new study by Alvarez & Marsal reveals consumers are rapidly embracing AI-generated and curated media, transforming content creation and consumption patterns across the entertainment industry.
Consumers are increasingly accepting media created and curated by artificial intelligence (AI), signaling a significant shift in content discovery and consumption, according to a new study from Alvarez & Marsal (A&M).
The report, based on a survey of nearly 2,000 U.S. consumers, indicates a growing comfort level with AI-generated content, including premium formats. Respondents anticipate spending 29% more time with AI-driven platforms and content, while reducing time spent on traditional broadcast and cable by 11%.
More than half of consumers surveyed expressed neutrality or excitement about a 100% AI-created film, even after understanding that all aspects, from writing to acting, were AI-generated. Furthermore, 76% support AI tools for selecting and personalizing content, with broad adoption expected across demographics.
A&M's findings also highlight potential challenges, as only 51% of consumers can confidently distinguish between AI and human-generated content. The study advises media companies to integrate AI into their operations and content strategies while carefully balancing evolving consumer demands and talent considerations.