A recent survey conducted by FBRC.ai among nearly 100 studios reveals a noticeable shift in the entertainment industry’s approach to artificial intelligence (AI). The emphasis has transitioned from prioritizing technological advancements to focusing on the quality of stories being told.

Rachel Joy Victor, author of the report, noted that the landscape has significantly changed over the past two years. She stated, ‘In 2023, the evolutionary leap of ChatGPT and other new technologies alarmed the entertainment industry so much that the WGA and SAG-AFTRA made AI a key area in negotiations with studios and streamers.’ This shift led to strikes that paralyzed operations, but both unions managed to secure some concessions regarding AI.

Despite lingering concerns over the role of AI, many industry players are working to reinforce the idea that compelling stories and well-developed characters remain foundational to film and television, even amid technological evolution.

Victor emphasized, ‘This re-centering around narrative within the AI space is a welcome relief from the hype and overstatements that drove some of the conversations last year.’ She pointed out that the narrative of ‘pressing a button and making a whole film’ was largely driven by tech companies rather than studios.

Victor and her team conducted in-depth interviews with executives from seven studios and two technology startups to gain insights into the industry’s evolving dynamics. Among the companies mentioned were Promise, Asteria, Shy Kids, Invisible Universe, Playbook, AI Hub, and more.

The growth of the AI sector is attributed to diverse use cases, with some studios fully embracing AI while others utilize it to enhance traditional processes. Victor reported that over 60% of new studios have one to five employees, indicating cost efficiency is a major factor in their development.

FBRC.ai, which collaborates with studios and tech companies, plans to produce quarterly reports focusing on various aspects of the AI landscape, including emerging startups and workflows. This endeavor seeks to provide ongoing insights into the evolving intersection of technology and storytelling.