Code and Current

Summer blockbusters, cheesy Christmas movies, and a never-ending lineup of binge-worthy shows; we have gotten used to an abundance of media at our fingertips. But entertainment has always evolved with the times. From the silent films of the 1920s to the rise of CGI in the 1990s, each era has had its technological turning point. But today, it’s not just the visual effects or new streaming platforms making waves. The latest shift in the industry is subtler, more complex, and-for some-a bit unsettling. The new evolution in entertainment is the integration of artificial intelligence (AI). Just like how colleges have embraced AI to sift through the growing piles of applications, Hollywood and the wider entertainment industry are increasingly relying on AI to keep up with demand and innovation. The adoption of this tool is not surprising as the rise of streaming platforms like Netflix, YouTube, Tiktok, and Spotify have increased the scale of content creators and consumers to the millions. But the big question is, how is AI being used, and should we be excited, skeptical, or both?

For those questioning where AI is: it’s already everywhere. According to Frobes, AI now helps streaming platforms like Netflix and Hulu predict what you want to watch next, fine-tuning their recommendations with unmatched accuracy. But its influence does not stop at the algorithm. AI is beginning to assist in everything from screenwriting, editing, casting, and even composing soundtracks. Tools like OpenAI’s Sora and Runaway’s Gen-2 allow creators to generate entire scenes or visual effects with just a few prompts. In fact, a 2024 MIT Sloan article reported that studios are using generative AI to test how audiences will respond to trailers, and this is before the trailer is even made. That said, this new era of AI-powered creativity is not without its challenges. Divided We Fall, a policy-focused publication, notes that while AI can democratize access to filmmaking and music productions, it also raises urgent questions around copyrights, originality, and job displacement. If an AI can generate a hit song in seconds, what does that mean for human musicians? If a digital actor can perform in any language with perfect facial expression, what happens to the real ones? 

Even so, the picture is not so bleak. A SAGE Journals review suggests that many industry professionals see AI as a co-pilot, not a replacement. Human creativity remains at the core. AI simply accelerated the repetitive and highly technical parts of production, allowing artists to focus on storytelling and connecting with their audiences. Still, caution is warranted. A Forbes Tech Council piece outlined 19 ethical and practical concerns with AI in entertainment, ranging from deepfake abuse to algorithmic bias in recommending diverse content. As technology advances, it’s crucial that entertainment companies build in safeguards, transparency, and human oversight to protect the entertainment industry and its audiences. Just as AI in college admissions has sparked questions about fairness and personal touches, its role in entertainment is forcing a similar conversation. Yes, it’s helping studios keep up with demand and connect viewers to enjoyable media faster. But it’s also respahing the creative process in ways that can go farther than we know. 

In the end, AI in entertainment is not replacing storytelling, but instead it is redefining how stories are told. As long as we stay thoughtful about its use, this new chapter could be less of a sci-fi horror and more of a collaboration between man and machine. After all, even the best algorithm can not replicate the human touch behind an emotional story. At least, not yet. 

Sources

Divided We Fall. (n.d.). AI in arts and entertainment. https://dividedwefall.org/ai-in-arts-and-entertainment/

Forbes Technology Council. (2024, November 26). AI in entertainment: 19 practical and ethical challenges. Forbes. https://www.forbes.com/councils/forbestechcouncil/2024/11/26/ai-in-entertainment-19-practical-and-ethical-challenges/

Relevant Software. (n.d.). AI in entertainment: Applications, benefits & examples. https://relevant.software/blog/ai-in-entertainment/

Sahota, N. (2024, March 18). Streaming into the future: How AI is reshaping entertainment. Forbes. https://www.forbes.com/sites/neilsahota/2024/03/18/streaming-into-the-future-how-ai-is-reshaping-entertainment/

Sloan Management Review. (2024). The impact of generative AI on Hollywood and entertainment. MIT Sloan Management Review. https://sloanreview.mit.edu/article/the-impact-of-generative-ai-on-hollywood-and-entertainment/

Sullivan, R., & Jung, E. (2024). The evolving role of artificial intelligence in the entertainment industry. Journal of Creative Technologies, 3(2). https://journals.sagepub.com/doi/full/10.1177/27523543241289108