Digital Humanities, Social Science and Cultural Preservation
AI in Entertainment: Revolutionizing Media, Content Creation, and Consumer Engagement Across Sectors
Abstract
Jack Ng Kok Wah
The rapid advancement of artificial intelligence (AI) is significantly transforming the media and entertainment industries, particularly in content creation, personalization, and distribution. Technologies such as generative AI and machine learning are streamlining production processes, enabling innovative content development, and delivering personalized experiences based on user preferences. However, these innovations also raise critical ethical challenges, including data privacy concerns, algorithmic biases, and the proliferation of misinformation. Additionally, the integration of AI poses implications for the creative labor market, as automation threatens traditional roles in content production. This study offers a comprehensive analysis of AI’s current applications and associated risks within entertainment, with a particular focus on generative AI and its impact on audience engagement and content delivery. A systematic methodology was applied, analyzing peer-reviewed literature published in 2024 sourced from databases such as Scopus and SpringerLink. Inclusion criteria targeted studies on AI-driven media production, personalization, consumer interaction, and ethical implications. Thematic and narrative synthesis revealed key trends, ethical dilemmas, and research gaps. Findings highlight AI’s potential to enhance efficiency and creativity while underscoring the urgent need for regulatory frameworks to address bias, privacy, and misinformation. The study’s novelty lies in its interdisciplinary approach, integrating perspectives from media studies, AI, and digital ethics. Limitations include a narrow focus on recent English-language publications. Future research should examine AI’s long-term effects on creative employment and its application in emerging platforms such as virtual reality and immersive gaming.