Future outlook4 To successfully navigate a fast-evolving and potentially disrupted landscape, industry players should innovate and engage in new collaborations. As AI adoption increases across the industry, rapid advancements point towards profound shifts on the horizon, requiring businesses to prepare for a range of scenarios. To navigate this transformative landscape, businesses must be ready to innovate and adapt to emerging realities. This section explores three potential disruptions that could redefine the industry: Evolution of the content discovery journey Historically, information and content reached the public through the media; then new avenues for content discovery emerged, with search engines and social media platforms becoming a prominent access point for people on the web. The digital content discovery journey can face a significant shift, as genAI powered products are emerging, capable of directly answering users’ queries, aggregating and elaborating information collected from multiple sources. These AI “answer engines” could play a pivotal role in the future of content discovery,58 impacting how people access, find, share and experience information and content, with potential implications across the industry. Further, genAI-powered agents may proactively engage with users and on their behalf, learning their preferences and interests and acting as intermediaries and filtering content and ads. Brands and content producers will need to capture the attention of agents, not just users. Media outlets and other players will need to adapt to this scenario. Revolution in how consumers engage with content Along with existing consumer engagement models and formats (TV, text-based articles), the convergence of AI and other emerging technologies, like extended reality (XR) and the internet of things (IoT), can transform user engagement with content from static to interactive. For example, users could engage with news via smart glasses and engage in dialogue with a genAI- powered agent instead of reading static articles, and even use it to schedule activities based on weather and traffic forecasts. 4.1 Potential disruptions Consumers and AI assistants INSIGHT 6 77%of global consumers want an AI assistant to vet advertisement and promotions on their behalf by 2035.59 21 Artificial Intelligence in Media, Entertainment and Sport

Artificial Intelligence in Media Entertainment and Sport 2025