For many in Hollywood, AI has been a swear word. That may be changing.
According to a new study by the talent agency UTA, 73 percent of entertainment and marketing creatives believe generative artificial intelligence “will elevate content,” and 75 percent of those currently using AIsay they are “creating higher-quality work” with it.
This (and other findings) led United Talent Agency to declare this to be “a profound turning point in AI’s adoption in marketing and entertainment.” The industries UTA services (and UTA IQ studies) are shifting from “fear and resistance” to “curiosity, excitement, and cautious optimism,” the report reads, as “respected leaders and professionals openly discuss usage.” ...
For this study, UTA interviewed 293 creative professionals in the marketing and advertising fields and 209 in the entertainment field. The survey was conducted in mid-May 2024. ...
See the full story here: https://www.indiewire.com/news/business/73-entertainment-marketing-creatives-ai-will-elevate-content-uta-study-1235018413/