Artificial Intelligence in Media Entertainment and Sport 2025

Enablers and other considerations 3 A responsible adoption requires addressing concerns about dis- and misinformation, intellectual property and impact on the workforce. This section gives an overview of the key challenges and enablers for the responsible adoption of genAI in the industry. While not an exhaustive list, it identifies areas that play a role in ensuring responsible and sustainable AI adoption at scale. Other important enablers, such as technology and infrastructure, are covered in the AI in Action: Beyond Experimentation to Transform Industry Value paper. As genAI advances rapidly, it presents complex challenges that must be overcome to make this revolution work for humanity. This section does not aim to provide comprehensive solutions but highlights critical areas that require multistakeholder, industry-level and company-level consideration. Key challenges include: –Deepfakes and misinformation: By reducing production costs, genAI exacerbates the risk of mis- and disinformation spreading at an unprecedented speed and scale, and of deepfakes being used with harmful intent. From Q1 2023 to Q1 2024, the exchange of deepfake tools on the dark web grew by 223%,42 and AI-generated images surged from approximately 8,000 in 2018 and 15,000 in 2019 to approximately 15.5 billion in 2023.43 This underscores the need for robust content moderation, enforcement, transparency, AI usage disclosure and source attribution.44 Concerns focus on synthetic media’s potential impact on the trustworthiness and integrity of the information ecosystem, especially in elections and conflicts, and the proliferation of harmful content targeting individuals, such as non-consensual image sharing.45 –Data ownership and data rights: The collection and use of user data raise questions around IP protection and how privacy rights are protected. A debate is ongoing as to whether copyright frameworks are still fit for purpose, striking the appropriate balance between incentivizing creativity while ensuring society can benefit from it. This has implications for accessibility to content for model training and the potential for AI to expand content distribution. Related issues, such as how to protect likeness rights over AI-generated content to ensure that celebrities and individuals can exert stronger control over their image, voice and recognizable attributes, are also gaining traction with policy-makers. The development of robust frameworks is essential to protect creators and promote responsible innovation in this complex landscape. For example, how do we define the IP framework for synthetic content and handle cases where someone draws a portrait of an actor and then uses AI to generate images/ videos based on it?3.1 Industry governance Disinformation in the genAI era INSIGHT 3 According to Reuters, more than half of respondents 59% are concerned about disinformation.46By 2028, 50% of enterprises will adopt products, services or features to address disinformation, up from less than 5% in 2024.47 Artificial Intelligence in Media, Entertainment and Sport 18