A new report by Luminate titled "AI & Media: Audience Attitudes" revealed that the American audience is, on average, more cautious than inclined to consume entertainment content created using generative artificial intelligence. The study is based on the extensive Luminate US Entertainment 365 survey, which assessed users' willingness to watch films, listen to music, or play games in which algorithms participated.
Consumer attitudes vary significantly depending on the type of media. Americans show the strongest resistance to AI-written news. Conversely, they show the highest degree of tolerance for video games. Approximately 40% of respondents stated that their interest in a game would not change even if its characters, environments, or dialogues were created by AI. For other forms of entertainment, roughly a third of respondents maintain a neutral stance.
Generational Divide in Views on Technology
Age is a key factor influencing the adoption of artificial intelligence. While consumers over 55 perceive AI in entertainment significantly negatively, the youngest generation aged 13 to 17 shows a positive outlook across all types of media. However, the report warns against perceiving young people as a single group.
"It would be a mistake to consider Gen Z a monolith in attitudes toward AI content. It is increasingly important to understand intragenerational differences," the study authors state.
This thesis is supported by a gaping 58 percentage point difference in interest that separates teenagers from young adults aged 18–24 in the film and social media categories. Older members of Generation Z's views are closer to those of Millennials and Generation X, who are more cautious of the new technology.
Distrust in the Music Industry
There is considerable skepticism about automation in the music industry. Previous data show that 44% of Americans would lose interest in songs if they knew they were products of generative AI. The greatest discomfort is caused by the idea of a new song sung by a synthetic voice. Nevertheless, there are areas where tolerance is higher – for example, 37% of teenagers have no problem with song lyrics written by an algorithm.
Technological platforms are also responding to the growing trend. Streaming services like Apple Music and Spotify are introducing systems for labeling tracks that AI has contributed to. Deezer even announced that it has identified approximately 90,000 fully generated tracks being uploaded to the platform every day, which accounted for more than half of all new uploads in June.