YouTube recently tested Dream Track in YouTube Shorts to explore how AI can deepen connections between artists, creators and their fans. Nine artists, including Charli XCX, Demi Lovato, John Legend and T-Pain, partnered with YouTube for this experiment. It allowed a select group of US creators to type in an idea and choose the voice of one of the participating artists to produce an original AI-generated soundtrack of up to 30 seconds. They could then use this soundtrack on their Shorts. Sony AI, in collaboration with Polyphony Digital and Sony Interactive Entertainment, developed Gran Turismo Sophy, a revolutionary superhuman racing agent designed to compete against top Gran Turismo Sport drivers and enhance their gaming experience. Sophy’s training employed novel deep reinforcement learning techniques using state-of-the-art algorithms and training scenarios developed by Sony AI using Gran Turismo Sport, a real driving simulator, and Sony Interactive Entertainment’s cloud gaming infrastructure.22CASE STUDY 1 Augmenting music creation – artists’ voices in videos CASE STUDY 2 Enhancing in-game experiences – the superhuman racer Creators can use genAI’s ability to interpret extensive content archives in real time to quickly discover emerging trends, get inspired and gain fresh perspectives. In the idea innovation stage, genAI can help brainstorm concepts, provide topic suggestions tailored to specific audiences, offer inspiration to kickstart the creative process, generate preliminary drafts and serve as a catalyst for new ideas that are not possible with conventional methods. It enables the near real-time generation of high- quality content, combining new and pre-existing assets.21 Organizations can also use genAI to deliver previously impossible, highly engaging experiences. For instance, genAI-based game engines can dynamically expand levels and adapt environments and visuals to gamers’ preferences and profiles. They can develop intelligent non-player characters and generative agents that are not constrained by limited narrative options and predefined decision trees.Content/asset creation Artificial Intelligence in Media, Entertainment and Sport 11

Artificial Intelligence in Media Entertainment and Sport 2025