New research has revealed that a fifth (21%) of Brits would welcome AI tools being used to write the ending to the best-selling A Song Of Ice And Fire series

The survey, which asked 2,000 Brits their thoughts on the use of AI in the entertainment industry, discovered that over half (55%) ‘do not care’ if artificial intelligence is used to create new music, books, TV/films, and/or online games

Further findings revealed that a fifth (22%) of people believe that AI could, in fact improve the entertainment industry, with only a sixth (17%) of Brits disagreeing 

The research comes following the ongoing debate on the use of AI across entertainment, with professionals across the industry striking due to the increased use of AI tools

It’s been revealed that more than a quarter (27%) of people would welcome Artificial Intelligence (AI) tools writing or rewriting the endings or creating sequels to their favorite films and TV shows.

It was found that a quarter (24%) of people would watch a ninth Harry Potter film if written by AI. Whereas a fifth (21%) of Brits would welcome AI being used to complete the best-selling A Song of Ice and Fire series, with 12 years passing since the last installment, ‘A Dance with Dragons,’ was released. As it happens, somebody did just this in July, using ChatGPT to finish the book series. They have since removed the resulting content from their site.

The research, commissioned by a leading provider of artificial intelligence and data analytics services, Aimpoint Digital, has been released following the ongoing debate on the use of AI across the entertainment industry. 

Surveying 2,000 British adults to understand their opinions on the matter, which is dominating the news, the analytics firm discovered that more than a third (36%) of people were unaware of the backlash and recent strikes that took place in Hollywood in opposition to AI. 

When asked their personal opinions on the uses of AI across entertainment, the majority (55%) of Brits confirmed that they, in fact, ‘do not care’ if intelligence software is used within the creative process of their favorite music, film, TV, or online games. 

It was found that only a sixth (17%) of people sided with the professionals, stating that they are not on board or worried about artificial intelligence tools creating entertainment. When asked why, the majority (80%) of those confirmed they are concerned AI may replace human creativity, and two-fifths (41%) are worried that the involvement of intelligence software will increase unemployment.

In comparison, a fifth (22%) of people expressed that they believe AI will improve the entertainment industry and are ‘excited’ about the introduction of intelligence software.

Improved quality (87%), the ability to create things that would be otherwise impossible, from visual effects to the involvement of retired or passed celebrities (54%), and the option for personalized content (21%) were discovered as the most common reasons why Brits are onboard with the introduction of AI. 

Despite the ongoing debates and the rise in popularity of AI in the last 12 months, the survey discovered that one in twenty (6%) Brits still haven’t heard of AI and its capabilities. 

The survey comes following the intensified discussion between the use of AI in the film industry. Hollywood saw SAG-AFTRA (Screen Actors Guild-American Federation of Television and Radio Artists) and the Writers Guild of America (WGA) in the midst of an extraordinary strike from May to September this year, the first dual action since 1960*. Rooted by concerns about AI’s impact on Hollywood, particularly the use of AI in screenwriting and the creation of characters using actors’ images, the strikes saw actors, writers, and professionals across the industry discussing and debating the proposed issue.

When looking at the music industry, where debates have also been ongoing, the survey found that one in ten (9%) Brits would be interested in hearing AI music from their favorite artists who have retired or passed, including the likes of Amy Winehouse, Elvis, and One Direction. Whereas nearly three in four (72%) people were concerned that it would be ‘wrong’ or ‘immoral’ to create music without consent or involvement from artists. 

David Joseph, Marketing Director at Aimpoint Digital said:

“The rise of AI is beginning to rapidly transform many facets of modern life. It has streamlined operations, optimized decision-making, and led to successful innovations across industries, including Healthcare, Manufacturing, and now Entertainment. As professionals across the world debate the issue of AI’s improvement in our favorite music, films, and even online games, it has been insightful to find out the public’s opinions on the issue. 

“It’s important that people are aware of the developments of AI, as it allows individuals to understand, adapt to, and make informed decisions about the technology’s impact on various aspects of their lives not only in entertainment but work, privacy, and security. This awareness empowers people to harness the benefits of AI while mitigating potential risks and challenges.

As a company deeply engaged in AI, we urge people to explore its potential and dispel the notion of AI as merely disruptive. It’s time to challenge stereotypes and embrace AI for the opportunities it presents; this way, people can begin to embrace its advancements within the entertainment industry.”

About Aimpoint Digital

Aimpoint Digital is an analytics firm that uses data to solve its clients’ most complex use cases, drive effectiveness across value chain operations, and reshape customer experiences. From the integration of self-service analytics to implementing AI at scale and modernizing infrastructure environments, they operate across transformative domains to improve the performance of organizations.