Context and industry trends1 AI-powered tools are propelling content development and contributing to expand the industry by lowering technical and accessibility barriers. The media, entertainment and sport industry is vast and dynamic, encompassing various sectors, each playing a critical role in shaping the way content is created, distributed and consumed. The industry plays a pivotal role in engaging people by providing trustworthy and reliable content that informs, entertains, educates and facilitates individual and collective narratives. Aided by technology, the revolution in content creation that began in the mid-2000s shows no signs of slowing down. The emergence of user- generated content platforms has initiated the creator economy, democratizing content creation across the industry. Once almost exclusively the purview of large studios, content creation has become accessible to storytellers everywhere across news media, publishing and broadcasting, advertising and communication, gaming, entertainment, music, film and sport. Passive content distributors – including social media platforms and search engines – aid in the distribution of this content and make it widely available to new audiences, thus expanding the industry. As of 2023, 50 billion global creators contribute to a $250 billion total addressable market, and both figures are expected to grow significantly.1 Alongside passive distributors, active content distributors play a crucial role by providing news and information in every field to help individuals and businesses make informed decisions. They also help distribute entertainment content, such as movies and music. While technology, with its deep connection to content, has propelled the ascent of the creator economy and transformed distribution across the industry, generative artificial intelligence (genAI) is amplifying this growth, exponentially increasing the volume of content available online. Experts estimate that AI-generated content could account for as much as 90% of information on the internet in a few years.2 GenAI makes content production easier, empowering more people to join the creator economy. AI-powered tools facilitate low-cost automated translation, dubbing and content localization across geographies. Text-to-voice and text-to-video tools facilitate broader accessibility; emerging dubbing technologies enable more natural and fluid tones and intonation.3 As digital content grows, authentic in-person experiences providing emotional depth, like concerts, cinema and sport events, are becoming increasingly valuable and are the key growth sectors in the industry. Movie box office and music ticket sales accounted for 39% of net increase in consumer spending worldwide in 2023. Live music revenue increased by 26% and represents more than half of the overall music market.4 GenAI enhances these in-person experiences, creating new ways for consumers to enjoy live events and immersive interactions.1.1 Context AI has been a transformative force in the media, entertainment and sport industry, driving significant advancements in content production, monetization and consumer experience. In content production, genAI, supporting human creators, has the potential to further enhance creative processes in video production, music, journalism, gaming and photography, among other areas. In short-form content, AI started the trend of democratizing content creation by providing editing tools that can enhance the quality of user-generated content without the need for deep technical skills. 1.2 Trends Aided by technology, the revolution in content creation that began in the mid-2000s shows no signs of slowing down. Artificial Intelligence in Media, Entertainment and Sport 6

Artificial Intelligence in Media Entertainment and Sport 2025