Audiences have clear expectations when it comes to AI

Media companies are increasingly using artificial intelligence to improve recommendations and personalize the audience's viewing experience. The primary focus centers on reducing friction in discovery and helping audiences decide what to watch more easily. New research from Hub Entertainment Research shows that audience acceptance of AI closely tracks how clearly it delivers these kinds of viewing improvements, while they remain skeptical of other applications.

Discovery and recommendations drive excitement

Survey results show that audience interest in AI centers around a small number of practical use cases tied directly to discovery and viewing quality. Better recommendations emerge as the leading area of excitement, cited by more than one third of respondents. Improvements in production quality and tools that help viewers decide what to watch next follow closely, each attracting interest from roughly 30% of consumers. Personalization also ranks among the top areas of interest.

By contrast, more experimental applications, such as appearing in content or fully interactive experiences, draw meaningfully less enthusiasm. The data shows that audiences respond most strongly to AI when it supports relevance, quality, and ease of navigation within the viewing experience.

Industry investment follows applied use cases

Industry activity increasingly aligns with these audience priorities. The research documents growing experimentation with AI in production workflows such as editing and visual effects, areas where efficiency gains remain largely invisible to viewers.

Interest in applied AI also appears in rising participation at industry AI conferences, which more than doubled in attendance over a two-year period. At the same time, the study emphasizes that these investments only succeed if audiences value the resulting experiences, reinforcing the importance of consumer acceptance.

AI adoption grows alongside consumer expectations

Consumer adoption of AI continues to accelerate. Nearly 73% of respondents say they have used generative AI tools, up from 57% the year before. Familiarity also increases, with about 75% reporting that they understand AI and how it works.

Audience expectations have risen alongside usage. Almost 90% believe AI will have a big impact on everyday life, and about one third expect it to change daily life for everyone. These findings suggest that AI already feels present and substantial to many consumers, even as opinions about its long-term effects continue to form.

Audience concerns center on authenticity and trust

Despite growing familiarity with AI among the average consumer, concerns remain pronounced. The most common worry involves losing the ability to distinguish what is real. More than 60% cite unauthorized use of personal likeness as a concern, while nearly as many worry about not knowing whether content is authentic.

Job loss also ranks high among concerns, cited by more than half of respondents, followed closely by concerns about copyright infringement. These issues persist even among consumers who report high levels of comfort with AI.

Comfort varies by who uses AI and for what

Acceptance also depends heavily on who uses AI and for what purpose. About 40% of respondents say they feel completely comfortable with regular people using AI for personal tasks. That figure drops to roughly 20% when influencers or companies use AI to build audiences or generate revenue. The data underscores that audiences apply stricter standards to commercial uses and expect greater responsibility and oversight from organizations.

Knowledge continues to shape acceptance. Among respondents who describe themselves as most familiar with AI, about two-thirds express interest in generating content using well known entertainment IP. More than half of this group also considers that an ethical use of AI. As understanding increases, openness expands, particularly when audiences perceive clear boundaries and responsible application.

Transparency around AI remains a baseline audience expectation

Across all segments, transparency in the use of AI stands out as a requirement among audiences. Nearly 90% of respondents believe companies should disclose when AI plays a role in creating content. Disclosure does not register as a differentiator but as a baseline expectation. Audiences want clarity around when AI contributes and how it fits alongside human decision-making.

Audiences show the strongest interest in AI that improves recommendations, enhances production quality, and simplifies discovery. They express greater caution around uses that affect authenticity, identity, or trust. For media companies, success depends less on how advanced these applications become and more on how closely the use of AI aligns with audience priorities.

As AI becomes more embedded in media workflows, the opportunity lies in focus and execution. Viewers already signal what they value most: better ways to find content and better experiences once they start watching. The challenge now centers on delivering AI-based benefits clearly, responsibly, and in ways audiences recognize and trust.