A definitive shift in media consumption is underway as U.S. consumers move aggressively toward AI-enabled entertainment. According to a comprehensive report from Alvarez & Marsal (A&M), the "attention battle"
The study, titled "Lights, Camera, AI," suggests that the "uncanny valley" of distrust is closing. Notably, 64% of consumers now believe human-AI collaboration will result in premium-quality content, and over half are willing to pay standard box-office prices for films generated entirely by AI.
“Audience expectations are evolving quickly,” says Dr. Peri Shamsai, Managing Director and A&M’s M&E Industry Lead. “Companies that respond decisively will lead, while others risk falling behind.”
Beyond creation, the report identifies AI as the new industry "gatekeeper." Approximately 76% of consumers support AI-enabled curation tools to select and organize their media. However, A&M warns that this transition is not without friction; only 51% of consumers feel confident they can distinguish between human and AI-created content, and trust remains low for AI-generated news. For M&E leaders, the path forward hinges on balancing AI-driven personalization with a commitment to trust and transparency, as participatory storytelling becomes a core expectation for the next generation of audiences.