Growing Use of Generative AI in Media Companies

Growing Use of Generative AI in Media Companies

Sachiko Nakamura
2 min read

Growing Use of Generative AI in Media Companies

A new study conducted by Arthur D. Little for Bertelsmann delves into the expanding utilization of generative AI within media companies. The research reveals that major tech companies and specialized providers, such as OpenAI, are actively developing AI tools for a wide range of applications including broadcasting, music, marketing, and publishing. These AI systems are being employed to accelerate work processes, generate new content, and facilitate innovative services, such as personalized storytelling. Notable industry players incorporating this technology include Disney, Netflix, Reuters, and Universal Music. While music companies are cautiously exploring AI applications, publishers have relatively restrained expectations. The study underscores the potential for novel AI-based media products, while also emphasizing the urgent need to confront ethical challenges and regulatory standards.

Key Takeaways

  • Generative AI is progressively integrated throughout the value chains of media companies.
  • Significant applications include expediting work processes, creating fresh content, and enabling innovative services.
  • AI applications are most prevalent in broadcasting, entertainment, and news sectors.
  • Prominent players encompass Disney, Netflix, YouTube, Reuters, Fremantle, OpenAI, Runway, Midjourney, and Synthesia.
  • The potential for new AI-based media products necessitates meticulous navigation of ethical challenges and regulations.


The study conducted by Arthur D. Little for Bertelsmann sheds light on the escalating involvement of tech giants and specialized providers in the development of AI tools for media companies. This trend is expected to drive heightened automation, cost effectiveness, and the introduction of novel services, spanning across broadcasting, music, marketing, and publishing. Key industry players, including Disney, Netflix, Reuters, and Universal Music, are poised to reap the benefits, while music companies are tentatively exploring AI opportunities. However, it is imperative for the industry to address ethical challenges and compliance with regulations. Long-term projections foresee the emergence of AI-centric media conglomerates, potentially accompanied by increased regulatory scrutiny.

Did You Know?

  • Generative AI: This subset of artificial intelligence has the capacity to craft new content or models based on existing data, generating text, images, audio, and video. This capability is particularly advantageous for media companies in content creation and workflow acceleration. Advanced generative AI models, such as GPT-3, DALL-E, and VQGAN-CLIP, are driving innovation in this domain.
  • Key players: Media and technology companies actively involved in the exploration or provision of AI tools encompass Disney, Netflix, YouTube (owned by Google), Reuters, Fremantle, OpenAI, Runway, Midjourney, and Synthesia. These entities represent various segments of the media industry, including broadcasting, entertainment, news, and AI technology provision, pioneering the advancement and application of generative AI in their respective realms.
  • Ethical challenges and rules: As generative AI becomes more prevalent in media companies, it is vital to address ethical considerations. Challenges encompass ensuring data privacy, mitigating bias in AI-generated content, and managing the impact on employment. Effectively managing these issues will necessitate clear regulations and ongoing oversight, to ensure conscientious and equitable deployment of AI technologies within the media industry.

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