Exploring consumer responses to AI’s role in entertainment content, Hub Entertainment Research has found that 44% of respondents are interested in creating their own stories with Disney IP and characters, with 24% being “neutral” and 32% saying they would not.
In December, The Walt Disney Company made a $1 billion equity investment in OpenAI as part of a landmark agreement that includes bringing its treasure trove of characters to Sora, the company’s short-form generative AI video platform. Hub conducted its study before Disney’s announcement.
Per Hub, gen AI is quickly becoming mainstream; 72% are “somewhat familiar” with gen AI tools, and 73% have used them, up from 57% last year. Consumers are pro-creativity, most keen on AI when it enhances the viewing experience rather than replaces talent. Almost half believe genAI will be good for society, twice the number who think it will have a negative impact.
Where are consumers most excited? Not surprisingly, it’s in the discovery context via smarter recommendations or conversational tools. “These uses position AI as a guide that makes entertainment easier to navigate, rather than a tool that fundamentally alters creative output,” Hub said.
The discomfort level peaks when AI blurs the line between reality and artificial content, meaning that disclosure is paramount. For consumers, the biggest concerns are around being misled by false AI content and in those blurred lines between what’s real and what’s generated. “This discomfort extends to AI-generated actors and performances, even among those who are otherwise comfortable with AI—underscoring the importance of trust and authenticity in entertainment,” Hub adds.
Of note, a majority—72%—want companies to always disclose use of AI-generated content and 21% say companies should disclose if AI played a “major role” in content creation.
“Consumers have shifted significantly since last year when it comes to familiarity, usage, and optimism for AI,” said Jon Giegengack, principal at Hub and one of the study authors. “The positive reaction to user-generated content using Disney IP reveals maybe the biggest opportunity: enabling media companies to turn audiences into participatory communities. Until now, this has been the domain of companies like TikTok, Roblox, or Fortnite.”
