Download the Report: How Consumers Feel About Generative AI in Entertainment


Report: How Consumers Feel About Generative AI in Entertainment

November 2023

Report summary

Generative AI took over entertainment industry discourse in 2023 in a way that few technology trends have before. But it has become clear that consumer interest in bot-made entertainment is still low, and many will remain skeptical of conversational AI tools like ChatGPT in the near term.

Artificial intelligence is still generally viewed as a potentially useful co-pilot rather than a sole creator of music, TV shows, film and books. But AI’s capability is constantly improving, and consumer discussions around the technology aren’t going away. Industry leaders should not miss out on the chance to capitalize on attitudes toward GAI in entertainment.

Key Takeaways

  • People place a premium on the human touch: Consumers are twice as interested in movies and TV shows created entirely by humans as opposed to entirely by AI.
  • Generative AI-created content is losing its luster: Interest in movies, TV shows and books written entirely or partially by AI dipped from April to September.
  • Artists who license their likeness to AI could see their appeal drop: Consumers indicate they’d be slightly less interested in the non-AI work of actors and musicians who use digital replicas.
  • Demand for AI regulation is growing: More and more adults think the government should be able to restrict the advancement of AI.


Morning Consult Research Intelligence data featured in this report draws from a survey conducted Sept. 12-14, 2023, among a representative sample of 2,201 U.S. adults. The report also includes data from monthly surveys conducted from April 2023 to October 2023 among roughly 2,200 U.S. adults each month.

All survey interviews were conducted online, and the data was weighted to approximate populations of adults based on age, gender, race, educational attainment, region, gender by age and race by educational attainment. Top-line results from the surveys have an unweighted margin of error of +/-2 percentage points.

About the author

A headshot photograph of Kevin Tran
Kevin Tran
Senior Media & Entertainment Analyst

Kevin Tran previously worked at Morning Consult as the senior media & entertainment analyst.