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Originally published by Variety VIP+'s Audrey Schomer on JULY 1, 2024 9:19AM PT

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Generative AI has been contentious among Hollywood workers, becoming a core issue in last year’s writer and actor strikes as well as the recent IATSE negotiations for its possible impact on jobs and compensation.

Beyond other labor impacts, implementing generative AI in entertainment content production will bring changes to creative worker skillsets, according to a survey developed by Variety Intelligence Platform (VIP+) in collaboration with HarrisX, fielded online by HarrisX among 150 U.S. media and entertainment decision makers from May 2-13, 2024.

For nearly every role listed, the majority of M&E workers expected the role would experience either a major or minor impact — meaning any type of change to the current way the role is performed — from gen AI over the next two years. Animators, VFX artists, game developers, voice actors and concept or storyboard artists were the top roles expected to experience a major impact.

Generative AI has the potential to create new efficiencies in content creation processes in the media and entertainment industry. As discussed in a separate VIP+ post, the majority of M&E decision makers say implementation or consideration of the tech is underway in some business areas at their companies.

For Hollywood, gen AI adoption is possible but complicated. As gen AI education proceeds in the industry, it’s become clearer that the tech can create new efficiencies and some promising growth opportunities.

Increased productivity is the top benefit M&E decision makers anticipate from gen AI. A similar percentage of respondents anticipate gen AI will enable faster turnaround on some projects, further suggesting efficiency benefits.

Beyond efficiency, decision makers further anticipate proficiency gains, with 27% expecting gen AI to improve the quality of work. The truth of that expectation depends on the performance readiness of gen AI tools to meet the high production standards of premium content, particularly in Hollywood.

Yet ethical implementation is critical for M&E businesses to avoid downstream liabilities from gen AI use. Though nuances apply for actors, artists and writers alike, a baseline requirement of consent, control and compensation (the “3 C’s”) is commonly referenced regarding the training, creation and use of AI models to replicate their likeness (face, voice) or style (visual art, music or writing).

Strong majorities of M&E workers and consumers alike agree that permission should be required in common scenarios where gen AI is used for AI training and style or likeness replicas.

“Generative AI represents a transformative opportunity for the media and entertainment industry, promising enhanced efficiencies and new growth avenues. Our collaboration with Variety Intelligence Platform shows an evolving AI landscape where decision makers are increasingly integrating these new technologies into their operations,” says Dritan Nesho, lead researcher and CEO of HarrisX.

“At the same time, while the technology holds potential for greater productivity and faster project turnaround, its impact on creative standards and workforce dynamics must be carefully navigated. Our findings emphasize the importance of ethical considerations and consent frameworks as integral to responsible gen AI use in content production.”