Hubert Burda Media uses genAI to create news videos from journalistic, text-based articles using its proprietary “Magic AI Tool”, which integrates Eleven Labs (text-to-speech), ChatGPT and D-ID (video creation) connected modularly via an application programming interface (API). To nurture consumer trust, Burda labels all AI-generated videos. The tool is currently used internally and being optimized in collaboration with a market research institute that analyses user engagement.27CASE STUDY 6 Removing format barriers – AI-generated videos from news articlesCreators and producers can use genAI tools to expand their reach by tailoring content to user needs and preferences, for instance, by automatically translating or converting it to different formats. Journalists, for example, can translate their articles into multiple languages or convert them into videos to reach low-literacy communities. Pinterest uses AI-driven computer vision and object detection technology to generate more inclusive search results. These tools analyse the image library to recognize specific attributes like skin tone, hair pattern and body shape to refine and tailor search results. They have significantly enhanced user experience; among Gen Z, there has been a 225% increase in hair pattern searches and 66% higher engagement rate per session with body type ranges.Bloomberg enhances its Terminal app on Apple’s Vision Pro headset with AI-Powered Earnings Call Summaries that help financial professionals quickly and efficiently consume key information from the call transcripts.28 CASE STUDY 8 Encouraging well-being through intentional algorithmic designCASE STUDY 7 Providing immersive financial summariesGenAI is transforming user experiences, making them more immersive and interactive via intelligent agents that enable conversational and personalized engagement with content, such as semantic search or genAI-powered search engines. AI personalization engines provide accurate content recommendations, facilitating a shift from a one-size-fits-all to a highly individualized approach. GenAI also supports the integration of other emerging technologies to offer new, rich and engaging ways to interact with content. To unlock the technology’s full potential, undertaking a collaborative approach to genAI is required. An iterative, conversational engagement with precise prompts promotes a focused, productive interaction that can elevate both ideas and outcomes. Approaching genAI as a co-worker enhances creativity, complementing human ingenuity and pushing the boundaries of what’s possible. Companies should focus on applications that empower creatives to produce higher-quality work, rather than replacing them with AI-generated content.29Distribution Customer experience Artificial Intelligence in Media, Entertainment and Sport 13

Artificial Intelligence in Media Entertainment and Sport 2025