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AI is rapidly transforming the global media and entertainment industry, with a market size projected to reach US$99.48 billion by 20301. As AI continues to revolutionize creative workflows and enhance productivity, companies are racing to implement AI-powered tools. However, as they embrace this cutting-edge technology, enterprises must navigate the crucial challenges of ethical and safe implementation, as well as robust IP protection.
In this episode, our experts explore the transformative impact of AI on the media industry and creatives, all while underscoring the importance of maintaining human creativity.
Featured experts
- Gabe Michael, Vice President, Executive Producer – AI, Edelman
- Harry Leshner, Consult Partner, Telecommunications, Media and Technology, Kyndryl
Conversation highlights
Please note the transcript has been modified for clarity and length.
Tom Rourke (Host): There are certain people who will decide they want to be fast followers, but AI feels different. Gabe, how would you describe the industry’s stance? Are people leaning into being leading edge, or staying largely cautious and letting other people experiment?
Gabe Michael: It depends on which part of the industry you're looking at—I see it from both a creator and enterprise executive perspective. I look at the emerging tools that are out there, even if they’re not fully secure yet, to understand what’s possible. But what has remained true is the process within filmmaking and creativity; it's still the same. We're trying to figure out how to take these tools and shape them into our workflows effectively and legally, and with the ways that we know how to work. We also need to move at the speed of enterprise in order to ensure we have the right type of protection in place so that we're protected and that our clients are protected as well. It's a delicate balance of exploring the new amazing tools out there while knowing what we should be doing on a daily basis. (Hear the full response 03:41)
Tom Rourke: Does AI use lead to an even greater kind of fragmentation of the end product? Are we seeing a market that has a greater tolerance for derivative content, but then places a greater premium on things that really stand out at a different level?
Harry Leshner: You're already seeing today that there’s a massive increase in the content that's being developed, and it's not just at the studio level. We all subscribe to four or five different streaming platforms. Think about all of the content that's being put out there because people have the tools now. An individual sitting in their studio apartment now has the tools where they can create stuff that looks pretty good. I would just expect that trend to continue where there's more and more content being created. I do think there's going to be a premium placed for stuff that's original and creative. (Hear the full response 11:50)
Tom Rourke: How can organizations protect themselves? I am conscious there are dangers, but are people having to accept living with a higher level of risk around AI until the path becomes clearer? Or are there things people can be doing today to take a safer path forward?
Gabe Michael: There's definitely things that you can do today, and we're doing that at Edelman. We're looking at the terms and services of every model and new tool that emerges and seeing what type of protections and identification that people offer. Every model is getting better, so we have to find a solution to bring on tools starting at the most basic and safe level. Once your organization figures out your baseline comfort is with the tools, I think you need to have conversations with legal teams and business affairs teams and see what’s permissible. (Hear the full response 12:58)
1 Source: “Global AI In Media & Entertainment Market Size, Share & Trends Analysis 2023-2030: Market to Soar at 26% CAGR, Reaching $99.48 Billion by 2030” GlobeNewswire, 2024
