Hub: Consumer Acceptance of AI in Entertainment Depends on Usage

A new study from Hub Entertainment Research has found that, while consumers increasingly expect AI to reshape everyday life, their acceptance of its use in entertainment depends on how it is used and how transparently.

Almost half of the respondents think that generative AI will be good for society, but that positive reception varies widely depending on the use case. The strongest positive responses came for AI-powered discovery, such as smarter recommendations or conversational tools that help viewers decide what to watch next.

Respondents are most uncomfortable when AI blurs the line between reality and artificial content. Their greatest concerns are around being misled by AI-generated content or losing the ability to distinguish what is real and what is fake. This discomfort extends to AI-generated actors and performances, even among those who are otherwise comfortable with AI.

Of those surveyed, 72 percent say that companies should always disclose if AI was used in any way to make the content they’re watching. Another 21 percent say companies should disclose if AI played a major role in content creation. Only 7 percent feel that no disclosure about AI usage is necessary.

Many respondents were interested in AI that allows them to create their own content. The study, conducted approximately two weeks before The Walt Disney Company announced its partnership with OpenAI, found that 44 percent of consumers who consider themselves familiar with AI were “definitely” or “very likely” to use a feature that would allow them to create their own stories using Disney IP and characters. Another 24 percent said they “might” try it.

“Consumers have shifted significantly since last year when it comes to familiarity, usage and optimism for AI,” said Jon Giegengack, principal at Hub and one of the study authors. “The positive reaction to user-generated content using Disney IP reveals maybe the biggest opportunity: enabling media companies to turn audiences into participatory communities. Until now, this has been the domain of companies like TikTok, Roblox or Fortnite.”