Alvarez & Marsal study highlights shift toward AI in consumer media consumption
New research from Alvarez & Marsal suggests that AI is rapidly capturing consumer attention, pressuring traditional media outlets and reshaping how content is curated and produced.
Alvarez & Marsal (A&M) has released findings from a consumer study examining the impact of artificial intelligence on the media and entertainment landscape. Surveying nearly 2,000 U.S. consumers, the research identifies a clear shift in attention toward AI-enabled platforms. Respondents project a 29 percent increase in time spent on AI-driven content, contrasted by an expected 11 percent decline in time dedicated to traditional broadcast and cable television.
The findings highlight a significant change in audience reception toward automated content. 51 percent of consumers reported they are neutral or excited to watch films entirely generated by AI, expressing a willingness to pay current or higher prices for such content. Additionally, 76 percent of respondents favor the use of AI as a tool to curate and filter their personal media feeds to address the stress of content overload.
These shifts present strategic challenges for legacy media companies, which face increased speed and cost pressures from AI-first competitors. The study indicates that the role of traditional content programming is weakening, as consumers increasingly delegate editorial control to algorithms. For established industry players, the data suggests that adapting to these new consumer expectations regarding personalization and AI-collaboration is becoming a necessity for long-term viability.