Disruption of content creation

: the impact of generative AI on entertainment

Abstract

This thesis explores the transformative impact of Generative AI (GenAI) on the entertainment industry, emphasizing its potential to revolutionize content creation and its implications for creativity and business models. The literature review distinguishes AI, GenAI, and machine learning, tracing the historical development of GenAI and its disruptive effects, with current industry applications serving as examples. A qualitative research methodology was used, featuring semi-structured interviews with industry experts. The findings indicate that GenAI significantly enhances operational efficiency by automating routine tasks, allowing creative professionals to focus on higher-value activities. GenAI also democratizes content creation, lowering barriers to entry. However, challenges remain in maintaining the authenticity and trust of AI-generated content, requiring human oversight to ensure quality and emotional resonance. Analysis of the TAM model shows that GenAI is easy to use and has high perceived usefulness, leading to its acceptance in the entertainment industry. The study discusses future scenarios and managerial implications for integrating GenAI. It notes that GenAI in entertainment is not a disruptive innovation in the traditional sense, as leading companies are incorporating GenAI to enhance existing capabilities rather than being displaced by new entrants. Overall, the research presents GenAI as an important tool in the entertainment industry, driving operational efficiencies and creative possibilities, while underscoring the crucial role of human creativity in maximizing the potential of these technologies.

Date of Award	24 Jun 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Peter V. Rajsingh (Supervisor)