AI accelerates transformation, while human experience drives value
While AI is rapidly transforming how content is created, distributed and monetised, PwC’s report highlights that people’s desire to connect, learn and engage in meaningful experiences remains a fundamental driver of the entertainment and media industry.
As a result, live and interactive experiences, including concerts, sporting events, experiential activities and engagement-driven content, continue to resonate with consumers and create sustainable value for businesses.
According to Tithinun, the next challenge for industry players is not simply adopting AI to improve efficiency. It is about using technology and data-driven insights to create experiences that are relevant, meaningful and valuable for consumers.
Organisations that can combine the power of AI with creativity, high-quality content and deeper consumer engagement will be best positioned to create differentiated value and strengthen their competitiveness over the long term.
“In the future, success in the entertainment and media industry will not be determined solely by who has the most advanced technology. The winners will be those who successfully combine AI, data insights and creativity to deliver meaningful experiences, meet evolving consumer expectations and build enduring relationships.
“In a world where content is everywhere, sustainable competitive advantage lies not only in technology, but in the ability to create value, earn trust and foster long-term consumer loyalty,” she said.
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