This section outlines the most relevant opportunities for generative-AI-driven transformation across content creation, asset management, monetization, distribution and customer experience. It provides an overview of how businesses across the industry are using genAI at each stage of the content innovation loop. These examples, grouped by impacted stage of the loop and the opportunity they enable, are illustrative rather than exhaustive. Opportunities –Augment human creativity: GenAI augments creativity and democratizes content production by lowering entry barriers such as technical skills and investment. This allows a broader spectrum of creators to participate and enables studios with limited resources to enhance their production, ultimately expanding the industry. But the real promise of genAI lies not in merely enhancing existing workflows or generating assets, but in creating entirely new and previously unimaginable experiences. –Enhance audiences’ engagement and optimize revenues: GenAI supports the production and delivery of hyper-personalized, engaging content at scale. In turn, this helps businesses enhance user experience, reduce churn and optimize revenue streams through strategic advertising placements, dynamic pricing and improved content yield. –Boost efficiency and productivity: GenAI automates repetitive tasks, such as copyediting for grammar, summarization and metadata tagging, and optimizes content editing workflows in production and post-production phases. It provides real-time audience and performance insights that allow creators to quickly adapt and improve content through conversational interfaces. This enables the industry to deliver high-quality content faster and more effectively. 2.2 Opportunities and use casesA dynamic innovation ecosystem is emerging, fuelled by a whole new generation of AI-native startups, with $27 billion invested in it between April and June 2024 alone.8 These organizations are expanding the industry by: –Reinventing existing products, making them more accessible and engaging, and enhancing established business and operating models to drive efficiency and productivity –Creating new products and services that push the boundaries, such as search generative experiences and text-to-audio/video solutions –Acting as enablers, supporting the evolution of the content innovation loop, by providing infrastructure and solutions for emerging needs, such as the implementation of content authenticity standards, attribution models and remuneration frameworks Reinventing existing products Inworld AI provides a suite of AI tools and infrastructure for game development and gameplay. Inworld’s AI engine helps game developers create content more efficiently while enabling new game mechanics that increase immersion, personalization and replayability.9 Creating new products and services Runway is at the forefront of AI media, making content creation accessible, controllable and empowering for everyone. It builds general purpose multi-modal simulators, accelerating research- to-production timelines from years to weeks and embedding research into engineering and product teams instead of having each team work in isolation.10 Acting as enablers ProRata.ai enables AI pay-per-use with new technology that analyses generative responses, attributing content sources, enabling the sharing of revenues between technology players and content providers.11Emerging innovation ecosystem BOX 1 GenAI and creators INSIGHT 1 52% of creators state that using AI helped them to be more creative while also saving them time.12 92% of creators say they have already used genAI in some capacity (vs. only 34% in November 2023).1390% feel like they are not using genAI to its fullest potential.14 Artificial Intelligence in Media, Entertainment and Sport 9

Artificial Intelligence in Media Entertainment and Sport 2025