Generative AI adoption is underway at many media and entertainment companies, according to a survey developed by Variety Intelligence Platform in collaboration with HarrisX and fielded online by HarrisX among 150 U.S. industry decision makers May 2-13, 2024.

Fully 79% of U.S. media and entertainment decision makers indicated their company was either exploring, testing or actively deploying generative AI in some aspect of their business, with nearly half (49%) having implemented in either a few or several areas. Meanwhile, laggards or abstention accounted for 21% of respondents, with 6% saying their company has banned any use of the tech.

Among industry workers, 61% said they currently use gen AI (33%) or plan to (28%). (Full data provided in the full report.)

When it comes to implementation, M&E decision makers expect gen AI to be used in several areas. Relevant to film and TV production, half expect the tech to be used for concept design, visual effects and marketing and distribution, while 30% anticipate its use for content localization.