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As generative AI begins to enter aspects of content creation, media industry leaders, producers and creatives increasingly need to understand how audiences will respond to its use in the content they consume. 

The new Luminate Intelligence special report AI & Media: Audience Attitudes examines the latest Luminate U.S. Entertainment 365 survey data to comprehensively assess the state of consumers’ own use of generative AI applications and if and how distinct uses of AI in creative processes for songs, movies and TV shows affect consumer acceptance and willingness to engage with content.

We break down current attitudes toward AI digital replicas of human performers or performances as well as AI-generated material across numerous creative assets and processes involved in cultural content production, from scripts and song lyrics to voiceover and dubbing to visual and sound effects.

The report highlights important differences according to media type, how extensively AI is used in the creative or production process and whether AI automates a process regarded as creative or more technical. We also find stark differences of opinion by age, in particular arising among young people. 

Amid changing public opinion on AI, Luminate continues to track consumer perceptions and engagement behaviors related to generative AI and its use in creative industries.