Foreword Generative artificial intelligence (genAI) has sparked a wave of global enthusiasm due to its remarkable capabilities and potentially transformative impact on society, both in the personal and professional sphere. In the media, entertainment and sport industry, this powerful technology is reshaping the way content is created, distributed and consumed, with a unique impact on human creativity. While genAI presents significant opportunities, it also raises legitimate concerns about responsible and successful adoption that can only be addressed with a whole-of-society and human-centric approach. The World Economic Forum, in collaboration with Accenture, has developed this white paper to help the industry better understand genAI and the disruption its adoption could bring. We have worked closely with a community of industry leaders, innovators, academia and technology experts, and labour representatives to gather insights and real-life experiences, developing a common understanding of the emerging opportunities, challenges and key enablers. The report goes beyond the hype, offering guidance to business leaders and other stakeholders across society on proactively adapting, innovating and collaborating to rethink and reinvent traditional business and operating models. The development of robust governance and multistakeholder partnerships is key to facilitating responsible adoption and ensuring this revolution will benefit humanity. With the technology and its adoption evolving rapidly, this initiative will continue to engage stakeholders across sectors, uncovering new insights, identifying emerging opportunities and challenges as they unfold, and offering a platform for knowledge exchange to drive collective action for responsible adoption. Minos Bantourakis Head, Media, Entertainment and Sport Industry, World Economic ForumFrancesco Venturini Senior Managing Director; Communications & Media Industry Global Lead, Accenture Artificial Intelligence in Media, Entertainment and Sport January 2025 Artificial Intelligence in Media, Entertainment and Sport 4

Artificial Intelligence in Media Entertainment and Sport 2025