Artificial Intelligence in Media Entertainment and Sport 2025

GenAI as creative collaborator rather than an “infallible oracle” INSIGHT 2 An experiment showed how genAI helped teams produce 8% more ideas than teams working without it, but also led to more average and less “A-graded” ideas.30 Underperforming teams tended to use genAI as a problem solver, rather than a collaborative partner with whom to discuss and brainstorm until reaching the most creative outcomes.31 How genAI can help organizations be more productive and reduce costs FIGURE 3 LLMs can potentially reduce 72% of editors’ work time, freeing up time for more creative and strategic work.3240%Companies that will automate marketing tasks with genAI will increase productivity by during the next five years.3342%By 2026, genAI will take up of traditional marketing’s mundane tasks such as search engine optimization (SEO) and content and website optimization.34Boost efficiency and productivity Increase of efficiency by automating various stages of the production processReduction of manual content processing time thanks to automatic extraction of relevant metadataContinuous content optimization and adaptive ad placement to improve campaigns’ outcomes Automation of time- consuming activities needed for meeting accessibility and localization requirementsMinimization of time and resources needed to deliver cohesive and tailored experiencesContent/asset creationContent/asset managementCustomer experienceMonetization Distribution Boost efficiency and productivity Artificial Intelligence in Media, Entertainment and Sport 14