Analysis: How the sector is making use of AI

From automating time-consuming tasks to aiding creativity, use of the technology is spreading rapidly When asked what impact artificial intelligence will have on the TV sector, ChatGPT, the generative chatbot famed for its ability to produce natural responses, says: “The TV industry has already star...

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Bibliographic Details
Published inBroadcast
Main Author Khan, Aminah
Format Trade Publication Article
LanguageEnglish
Published London Media Business Insight 29.06.2023
Subjects
Actors
Animals
Artificial intelligence
Business schools
Cameras
Chatbots
Creativity
Employment
Marketing
Motion pictures
Recommender systems
Television
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Summary:From automating time-consuming tasks to aiding creativity, use of the technology is spreading rapidly When asked what impact artificial intelligence will have on the TV sector, ChatGPT, the generative chatbot famed for its ability to produce natural responses, says: “The TV industry has already started adopting AI in various ways, and this trend is likely to continue and expand in the future.” The global AI market in media and entertainment is expected to hit $104.4bn (£82bn) by 2030, up from $10.3bn (£8bn) in 2021, according to findings from market research consultancy Straits Research. Alex Connock, senior fellow at Oxford University’s Saïd Business School and head of the creative business department at the National Film and Television School (NFTS), points to the marketing industry, where AI is ubiquitous – for example, to change the colour or setting of a product in an advert, allowing marketers to advertise different versions of the product in various territories, without the expense of filming multiple adverts. Springwatch researcher Jack Baddams says the dashboard’s ability “to crunch vast volumes of data” has been incredibly useful – for example, in identifying which types of birds are the most frequent visitors to a particular feeder, a task that would previously have needed story developers to spend days logging every species captured.
ISSN:0040-2788