Audiovisual Market and Artificial Intelligence. Relationships and Ethical Aspects
DOI:
https://doi.org/10.31637/epsir-2025-2156Keywords:
AI (Artificial Intelligence), audiovisual market, audiovisual value chain, ethics, content personalization, intellectual property, entertainment industry, audiovisual consumption, automationAbstract
Introduction: This research examines the influence of artificial intelligence (AI) on the audiovisual market, focusing on its impact on content creation, distribution, and consumption. Through a critical review of recent literature and current trends, it identifies the main areas in which this technology is transforming the sector. Objectives: To explore how AI affects the audiovisual market, the opportunities it offers and the operational and creative challenges it poses, as well as the ethical issues raised throughout the entire value chain. Methodology: A qualitative approach was used, applying the desk research method, based on documentary analysis of scientific and professional sources. Results: The study identifies five key areas of transformation: automation of creative tasks, algorithmic personalization of content consumption, labor impact, ethical and legal challenges concerning authorship and privacy, and the emergence of immersive formats enhanced by AI. Discussion: The findings reveal a gap between technological development and existing regulation. The need for ethical oversight and algorithmic transparency is highlighted, along with the tension between technical efficiency and human creativity. Conclusions: For the sustainable integration of AI, it is essential to combine innovation with the protection of cultural and labor rights, while promoting regulatory frameworks and research into audience perception of AI-generated content.
Downloads
References
Ambrozi, A. (24 de octubre de 2023). 11 Challenges Of Adopting AI In Business (And How To Address Them Head-On). Forbes. https://shre.ink/gPER
Arkenberg, C. (29 de junio de 2023). Generative AI is already disrupting media and entertainment. Deloitte Insights Magazine. bit.ly/3Wi3rFD
Babbie, E. (2010). The Practice of Social Research. Cengage Learning.
https://pubhtml5.com/enuk/obvy/The_Practice_of_Social_Research_by_Earl_R._Babbie_%28z-lib.org%29/
Bailer, W., Thallinger, G., Krawarik, V., Schell, K. y Ertelthalner, V. (2022). AI for the Media Industry: Application Potential and Automation Levels. Springer. https://doi.org/10.1007/978-3-030-98358-1_9 DOI: https://doi.org/10.1007/978-3-030-98358-1_9
Ballhaus, W., Chow, W. y Rivet, E. (2023). Resetting expectations, refocusing inward and recharging growth. PwC’s Global Entertainment & Media Outlook 2023–2027. https://shre.ink/gPNx
Cave, S. y Dihal, K. (2020). The Whiteness of AI. Philosophy & Technology, 33(4), 685–703.
https://doi.org/10.1007/s13347-020-00415-6 DOI: https://doi.org/10.1007/s13347-020-00415-6
Choudhury, M., Prabhu, S., Sabri, A. K. y Marhoon, H. A. (2023). Impact of artificial intelligence (AI) in the media and entertainment industry. En M. Kristiawan et al. (Eds.) Proceedings of UKI Toraja International Conference of Education and Science (UKITOICES, 2021) (pp. 67-76). AIP Publishing. https://doi.org/10.1063/5.0171147
Davenport, T. H. & Bean, R. (19 de junio de 2023). The Impact of Generative AI on Hollywood and Entertainment. MIT Sloan Management Review (MIT SMR). bit.ly/3XV94uO
Deloitte Global (2023). Five trends shaping a new ecosystem of engagement. 2023 Media and Entertainment Industry Outlook. https://bit.ly/4eVYBW6
European Audiovisual Observatory (21 de enero de 2021). What are the challenges and chances offered by Artificial Intelligence to the audiovisual sector? European Audiovisual Observatory. https://go.coe.int/MyupF
Floridi, L. (2019). The Logic of Information: A Theory of Philosophy as Conceptual Design. Oxford University Press. https://doi.org/10.1093/oso/9780198833635.001.0001 DOI: https://doi.org/10.1093/oso/9780198833635.001.0001
Harrison, J. (1 de diciembre de 2022). Top five media & entertainment industry trends to watch in 2023. Ernst & Young LLP. go.ey.com/4eQkKoB
Helberger, N., Pierson, J. y Poell, T. (2018) Governing online platforms: From contested to cooperative responsibility. The Information Society, 34(1), 1–14. https://doi.org/10.1080/01972243.2017.1391913 DOI: https://doi.org/10.1080/01972243.2017.1391913
Hutchison Technologies (21 de noviembre de 2023,). The Rise of AI in AV: Transforming Audio Visual Experiences. Hutchison Technologies. https://shre.ink/gPNV
Karppinen, K. y Moe, H. (2021). What we talk about when we talk about “media independece”. Journal of Information Technology & Politics, 18(2). https://doi.org/10.1080/13183222.2016.1162986 DOI: https://doi.org/10.1080/13183222.2016.1162986
Lachman, R. y Joffe, M. (2021). Applications of Artificial Intelligence in Media and Entertainment. Analyzing future applications of AI, sensors, and robotics in society, igi-blobal.com. www.igi-global.com/gateway/chapter/262834#pnlRecommendationForm DOI: https://doi.org/10.4018/978-1-7998-3499-1.ch012
Li, C. & Bantourakis, M. (2 de agosto de 2023). 6 ways AI could disrupt the entertainment industry. The Agenda Weekly. bit.ly/3zyyFQ0
Nader, K., Toprac, P., Scott, S. y Baker S. (2024). Public understanding of artificial intelligence through entertainment media. AI & Soc, 39, 713–726. https://doi.org/10.1007/s00146-022-01427-w DOI: https://doi.org/10.1007/s00146-022-01427-w
Partnership on AI (2023). PAI’s Responsible Practices for Synthetic Media. https://acortar.link/LYvSLF
Roses, J. (2024). AI Behind the Screen: Artificial Intelligence in the audiovisual industry: best tools, top companies, main trends. Clúster Audiovisual de Catalunya. https://scc.iec.cat/artificial-intelligence-audiovisual/
Sheremeta, A. (8 de abril de 2024). A Handbook on AI in Media and Entertainment Influence. How AI Transforms Media and Entertaiment Industry. DATAFOREST. bit.ly/3zqgNqj
Trattner, C., Jannach, D., Motta, E., Costera Meijer, I., Diakopoulos, N., Elahi, M., Opdahl, A.L., Tessem, B., Borch, N., Fjeld, M., Øvrelid, L., De Smedt, K. y Hallvard Moe (2022). Responsible media technology and AI: challenges and research directions. AI Ethics, 2, 585–594. https://doi.org/10.1007/s43681-021-00126-4 DOI: https://doi.org/10.1007/s43681-021-00126-4
UNESCO (2021). Re|Shaping Policies for Creativity – Addressing Culture as a Global Public Good. www.unesco.org/reports/reshaping-creativity/2022/en
World Economic Forum (2023). Creativity in the age of AI: Redefining human creativity for the age of artificial intelligence. www.weforum.org/whitepapers/creativity-in-the-age-of-ai/
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 José-María Benito-García
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Authors who publish with this journal agree to the following terms:- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under Creative Commons Non Commercial, No Derivatives Attribution 4.0. International (CC BY-NC-ND 4.0.), that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
