AI-driven creativity sparking a new era in content creation With legal and informed consent, AI can recreate, modify and simulate the image, age, likeness, voice, gestures and unique traits of celebrities in real time, allowing for direct review by cast and crew. Celebrities can benefit from new ways to monetize their likeness, and fans can enjoy timeless performances. GenAI can break down format and language barriers and enable cross-border distribution of content, enabling broader access to cultures across the globe. However, concerns over likeness rights, informed consent and transparency are fuelling an ongoing debate in the industry about ethical boundaries and practices. GenAI presents a unique opportunity for multistakeholder and cross-industry collaborations, enabling organizations to innovate, adapt and harness its transformative potential to thrive amidst industry disruption: –New avenues for industry and cross-industry collaboration are emerging. Industry players can explore genAI and other emerging technologies to expand their market and create new business models and revenue streams. Partnerships with technology companies, as in the case of recently signed partnerships, blend trustworthy information with cutting-edge technology (like LLM training on proprietary information), resulting in innovative models (such as licensing revenues) and expanding the reach of their content (such as integration in new consumer products or across markets). –Partnerships with the public sector can further expand innovation. They could improve public services like education and public safety and unlock new possibilities at the intersection of technology, content and public interest. –Publishers and content providers can collaborate on shared licensing frameworks and common technology infrastructure, such as an API layer, strengthening LLM training and promoting cross-platform content distribution. One potential model could be aggregated content platforms, along the lines of music streaming platforms, allowing access to content from a variety of sources, facilitating shared access, distribution and monetization within a unified ecosystem.4.2 Collaboration opportunitiesConsumers and immersive experiences INSIGHT 7 A total of 57% of global consumers are interested in smart glasses that overlay information onto their real-life surroundings.60By 2028, 20% of people are expected to have an immersive experience once a week, up from less than 1% in 2023.61 Artificial Intelligence in Media, Entertainment and Sport 22

Artificial Intelligence in Media Entertainment and Sport 2025