REPORT OVERVIEW
In a world where technology and creativity are becoming increasingly intertwined, our latest Media + AI Review for 2024 offers a nuanced look at how artificial intelligence is reshaping the media industry.
The Numbers Tell a Compelling Story
Our research shows that the culture, media, and sport sector is growing at an unprecedented rate – more than triple the wider economy, with a 2% growth in Q2 2024. The UK tech sector has even hit a milestone, becoming the third country globally to achieve a trillion-dollar valuation.
AI: A Complex Tool in Creative Production
AI is emerging as a transformative force in media production, spanning the entire creative lifecycle. From pre-production to distribution, the technology is creating new possibilities – and challenges – for creative teams.
INSIGHTS AT A GLANCE
- Over 110 AI tools identified across the production landscape
- A generational divide in AI adoption attitudes
- Ongoing discussions about creative authenticity and technological innovation
The Changing Creative Landscape
The democratization of filmmaking continues, with more than 8 million creators joining the UK creator economy since 2020. AI is playing a role in this transformation, offering new ways to approach content creation.
A Balanced Perspective
While 70% of consumers still prefer human-created content, the industry is exploring AI’s potential. Major studios and independent creators alike are navigating this complex technological frontier.
Why This Matters
Understanding the current state of AI in media isn’t just about keeping up – it’s about understanding the broader shifts in our creative ecosystem.
Interested in a Deeper Dive?
Our full report provides a comprehensive look at the intersection of technology and creativity in 2024. It’s not about having all the answers, but about asking the right questions.
