AI is no longer some far-off tech buzzword—it’s already reshaping entertainment. Whether it’s generating CGI effects, creating music, or even helping writers craft scripts, AI is changing how content is produced, marketed, and distributed. Its potential is massive, but it comes with a mix of excitement and concern.
A November 2024 survey by Hub Entertainment Research sheds light on this dynamic. They asked 2,540 U.S. respondents aged 16-74, all broadband users who watch at least an hour of TV weekly, about AI’s role in entertainment. The results? A mix of optimism about AI’s potential and a healthy dose of unease about its risks.
Hollywood’s Legacy of Reinvention
I recently caught up with my friend Zak Kadison, who reminded me of something essential about Hollywood: it has always been about reinvention. Silent films gave way to talkies, forever changing how audiences connected with stories. Then came Technicolor, providing filmmakers with a whole new palette to evoke emotion and build immersive worlds. Fast forward a few decades, and Netflix brought us into the streaming era, completely upending how we consume content and shifting business models overnight.
Now, we’re at another turning point: AI. As Zak put it, “AI isn’t here to replace storytelling—it’s here to amplify it.” From crafting personalized recommendations to assisting with visual effects, AI is the next step in Hollywood’s long history of adaptation and evolution.
Why Consumers Are Warming to Gen AI
Despite some skepticism, consumers are warming up to the idea of AI in entertainment. Over 70% of respondents are familiar with generative AI, and 57% have tried tools like ChatGPT. Still, only 18% feel confident explaining how it all works, which shows there’s still a lot to learn.
What’s catching their attention? AI’s potential to make TV experiences easier. Over three-quarters of respondents are interested in tools that:
- Analyze viewing habits to offer personalized recommendations (76%).
- Suggest content for specific scenarios, like family night or hanging out with friends (77%).
- Summarize reviews to help with decision-making (74%).
This explains why we’ll start seeing more chat prompts pop up in streaming service interfaces. AI can analyze your preferences all day long, but until it can actually read your mind (give it five years), asking questions will be the best way to pinpoint what you’re looking for.
What We Saw at CES 2025
CES 2025 was a glimpse into how AI is reshaping entertainment. Google’s Gemini AI is making Google TV smarter with smoother searches and natural voice commands, while proximity sensors from brands like Hisense and TCL are turning TVs into interactive displays that adapt to users in real-time.
I had the opportunity to host a panel discussion during an OTT.X members breakfast. As much as I tried to steer away from AI and FAST—because, let’s be honest, everyone’s talking about them—I made a 4:30 a.m. decision (3 hours before the event) to focus entirely on those topics. Why? AI is just that big. Sometimes you have to zig where others zag, but with AI, there’s so much zagging still to be done.
On the panel were execs from Roku, Plex, AWS, and Amagi, who brought unique insights into how AI and FAST are converging to redefine streaming. The discussion reinforced that while AI is already creating massive shifts, the full scope of its impact is still unfolding. From smarter ad placement to better content discovery, AI is becoming the backbone of what’s next for streaming.
The Big Questions: Jobs and Creativity
Here’s the thing—AI isn’t just making jobs; it’s also taking some away. New roles are popping up, like developing AI tools or managing their ethical use. But for now, it looks like AI is cutting more jobs than it’s creating. That’s just the reality of how tech—and capitalism—works.
When it comes to creativity, audiences still want humans in the driver’s seat. People are okay with AI handling tasks like subtitles or CGI generation, but for scripts, dialogue, and music? That’s where they want the human touch. Creativity, after all, is deeply personal. AI might assist, but it’s not about to replace the heart and soul of storytelling.
Making AI Work for Hollywood
So, how does Hollywood navigate this AI revolution without losing its identity? It starts with finding the right balance. Studios and tech companies need to lean into AI’s strengths—like better content discovery or streamlined production—while staying transparent about how it’s used.
More importantly, the industry needs to focus on how AI can support creators, not replace them. AI isn’t here to take over; it’s here to make the process faster, easier, and maybe even more fun.
What’s Next?
AI isn’t just another passing trend like 3D TV—it’s not a flashy gimmick destined to fade after a burst of hype. AI is here to stay, fundamentally changing how we create, market, and experience entertainment.
The challenge for Hollywood is to harness this technology responsibly and creatively. AI has the power to assist storytellers, streamline production, and bring audiences more personalized experiences than ever before. Imagine tools that don’t just recommend a show but understand your mood—offering inspiration, comfort, or excitement when you need it most.
The future of entertainment isn’t about humans versus AI. It’s about collaboration—between human ingenuity and machine intelligence—to tell richer stories, reach broader audiences, and reinvent the way we connect through content. Hollywood has always been the epicenter of reinvention, and this moment is no different.
The next chapter of entertainment is being written, and this time, AI is simply the co-author.
