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Artificial Intelligence Content Needs Clear Labeling According to Public Poll

AI's creative potential sparks consumer interest, yet apprehension persists about its artistic influence, while concerns over societal implications linger

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Artificial Intelligence Content Needs User-Requested Labeling According to Poll Results
Artificial Intelligence Content Needs User-Requested Labeling According to Poll Results

Artificial Intelligence Content Needs Clear Labeling According to Public Poll

Transparency in AI-Generated Content Gains Focus in Entertainment Industry

A recent report by The Hub's 2024 "AI & Entertainment" study has shed light on consumers' awareness and attitudes towards AI in the entertainment industry. The study reveals that while a majority of consumers are familiar with the term "generative AI," understanding of how it works and its potential implications remains limited.

According to the report, over 70% of survey respondents are acquainted with the term "generative AI," and more than half have used a generative AI product like ChatGPT. However, only 18% are "very confident" they could explain to someone else what generative AI is or how it works.

As AI-generated media, such as deepfakes, automated scriptwriting, or AI-assisted music and visual effects, become more prevalent, entertainment platforms are increasingly addressing the demand for transparency in AI-generated content. This transparency is essential to maintain audience trust.

The report highlights a growing concern among audiences and creators about distinguishing between human-created and AI-created content. Platforms are responding by exploring ways to clearly label or disclose AI involvement, ensuring consumers know whether content is machine-generated or human-authored. This effort aligns with publishers’ concerns about the impact of AI tools on creativity, employment, and authenticity, where transparency can help audiences seek out “premium,” authentically human-made content amid a surge of AI-produced material.

The entertainment industry is also navigating related issues such as bias, consent, and copyright involving AI-generated content. Explicit consent is emphasized, especially in cases like digital reproductions of actors or deepfakes, alongside ethical and legal discussions on intellectual property rights.

In summary, entertainment platforms are addressing transparency demands primarily by:

  • Disclosing AI use in content creation or modification to build and maintain trust with audiences.
  • Developing practices to differentiate human creativity from AI-generated material, responding to creators’ and consumers’ calls for authenticity and clarity.
  • Engaging with ethical, legal, and privacy challenges tied to AI’s role in entertainment production.

These measures reflect a broader industry trend towards responsible AI integration that balances innovation with transparency and ethical considerations.

The survey, conducted among 2,540 US consumers with broadband, age 16-74, who watch at least 1 hour of TV per week, also revealed that the vast majority of respondents have concerns about AI. Two-thirds are very worried about undetectable "deepfakes" and potential loss of privacy.

Jon Giegengack, principal at Hub, states that consumers don't fully understand AI yet but are concerned about its impact on society and entertainment. The report suggests that studios and distributors should be upfront with audiences about how and when AI is used. Consumers are more comfortable with AI handling technical tasks such as creating CGI effects and writing subtitles or descriptions.

Hub Entertainment Research's first study on AI in Entertainment revealed that most consumers are aware of generative AI but few understand it. The interviews for the 2024 "AI & Entertainment" report were conducted in November 2024. The survey was conducted in November. The report concludes that studios and distributors should prioritize tasks where consumers are comfortable with AI (like better discovery) and tread lightly on creative tasks where they prefer real humans.

The survey also indicated that a majority of viewers want AI-created content to be clearly and obviously labeled. Studios and distributors should heed this call for transparency to maintain audience trust and ensure a balanced approach to AI integration in the entertainment industry.

[1] Source: The Hub Entertainment Research study [3] Source: The Hub Entertainment Research 2024 "AI & Entertainment" report [4] Source: Variety, "AI in Entertainment: How the Industry is Navigating Transparency and Ethics," 1st December 2024.

  • The Hub's 2024 "AI & Entertainment" study underscores the importance of consumer awareness around AI-generated content in the entertainment industry.
  • In response to growing concerns, entertainment platforms are implementing measures to ensure transparency in AI-generated content, such as disclosing AI use in content creation or modification.
  • As AI technology continues to evolve, it is crucial for studios and distributors to address ethical and legal challenges associated with AI-generated content, such as bias, consent, and copyright.
  • The survey conducted by The Hub Entertainment Research revealed that most consumers prefer AI to handle technical tasks like creating CGI effects and writing subtitles, but want AI-created content to be clearly labeled for authenticity and trust.

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