Survey of nearly 2,000 respondents examines shifting attention, evolving content demand, and emerging high-value AI opportunities

NEW YORK, March 30, 2026 – Consumers are rapidly embracing AI‑enabled entertainment, accelerating a fundamental shift in how content is discovered, created, and consumed, according to a new study released by the Media & Entertainment (M&E) industry practice of leading global professional services firm Alvarez & Marsal (A&M) today.

The report, “Lights, Camera, AI,” based on insights from nearly 2,000 US consumers aged 18–65, offers a comprehensive, data-driven look at the forces reshaping audience media consumption across the M&E landscape.

“To understand this AI-driven turning point, we looked to consumers, whose openness to emerging formats is redefining content production and management with vast implications for media companies,” said Dr. Peri Shamsai, Managing Director and A&M’s M&E Industry Lead. “Audience expectations are evolving quickly, and companies that respond decisively and swiftly will be best positioned to lead while others risk falling behind.”

The report identifies five key trends with significant implications for film and TV studios, streamers, advertising agencies, publishers, music labels, and networks:

1. AI is quickly gaining share in the attention battle.

• Consumers are increasingly comfortable with AI-generated content, including premium formats.
• Respondents expect to spend 29% more time with AI-driven platforms and content, and 11% less on traditional broadcast and cable. 
• Short-form AI-generated content is already widely accepted, and long-form will follow, according to consumers.
   

2. AI is increasingly core to media consumption.

• 64% believe human-AI collaboration will produce premium content.
• More than half are neutral or more excited about a 100% AI-created film, even after being told that all actors, writing, editing, and music are AI-generated.
• Among respondents, 51% are open to paying the same or more for AI-generated films at the box office.
   

3. AI emerges as a gatekeeper for content.

• 76% support AI tools that select, organize, and present personalized content.
• Strong enthusiasm among typically resistant demographics (68% of both Gen Z and Baby Boomers) signals broad, near‑term adoption for AI curation. 
   

4. The audience enters into the story.

• Entertainment is becoming participatory and personalized.
• 88% are interested in adaptive, AI-enabled content.
• 69% want an active role in storytelling, even as the protagonist or a character they create.
   

5. Trust thresholds vary by content and context.

• Only 51% of consumers can confidently distinguish between AI and human content.
• A strong majority (59%) believes privacy is disappearing or has disappeared. 
• Both Gen Z (19%) and Baby Boomers (29%) exhibit the lowest trust in AI-generated news, signaling broad-based concern. 
   

This is a defining moment for the M&E industry. The report identifies content, distribution, and monetization as three critical areas for action, and outlines key questions leaders must address as AI-driven expectations reshape the industry. Transforming how content is created, consumed, and monetized while focusing on trust and transparency—is critical to the M&E sector’s long-term success.

"Consumers are increasing time with AI-generated media across platforms,” Dr. Shamsai said. “To remain competitive and unlock new growth opportunities, mainstream media companies must integrate AI into their operations and content strategies, while carefully balancing consumer demands and talent considerations."

To view the full report, click here.

About Alvarez & Marsal

Founded in 1983, Alvarez & Marsal is a leading global professional services firm. Renowned for its leadership, action, and results, Alvarez & Marsal provides advisory, business performance improvement, and turnaround management services, delivering practical solutions to address clients' unique challenges. With a worldwide network of experienced operators, world-class consultants, former regulators, and industry authorities, Alvarez & Marsal helps corporates, boards, private equity firms, law firms, and government agencies drive transformation, mitigate risk, and unlock value at every stage of growth. 

To learn more, visit: AlvarezandMarsal.com

Contact: 
Jen Hemmerdinger, Global Public Relations Leader, Alvarez & Marsal
Globalmedia@alvarezandmarsal.com