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Last week, Marvel brought fans one of the most high-profile instances of artificial intelligence in mainstream entertainment. The superhero giant released its new Disney+ series, “Secret Invasion,” which an executive producer claims featured an opening credits sequence generated by AI. The decision sparked discussion on social media about employing such tech in creative projects, and comes amid Writers Guild of America debates about the use of AI to pen scripts.

CivicScience has long-tracked consumer sentiment toward generative AI technology like ChatGPT and recently expanded its data to include the technology’s use in film and TV series. Among those familiar with generative AI, a majority find this usage of the tech to be at least ‘somewhat negative’ (65%). Those with an opinion are three times more likely to find it ‘very negative’ (33%) than ‘very positive’ (9%).

Younger Americans familiar with the tech are much likelier to hold a charitable opinion, with a majority of Gen Z adults (54%) and 46% of adults aged 25-34 thinking studio use of generative AI is at least ‘somewhat positive’ – well outpacing all other age groups. Those with the highest level of education (graduate or professional degree) are the most skeptical of films and TV series using generative AI, while those with a high school degree/GED or less are most bullish – which might very well be a proxy for age.

ChatGPT stands to have a more immediate consumer-facing impact for now, and its biggest boosters are most likely to support the use of AI in creative endeavors. A majority of GPT users (56%) and intenders (61%) see the use of AI to aid in film and TV production as a positive, while non-users are drastically less likely to agree (27% in this camp view it as at least ‘somewhat positive’).

But concern levels for tools like ChatGPT don’t perfectly overlap with support for AI tools in the film and TV industry. Although the highest level of concern for GPT mirrors the least positive outlook on its use in entertainment, even 47% of those ‘not at all concerned’ about tools like ChatGPT think it’s at least ‘somewhat negative’ for generative AI to aid the creation of films and TV shows. So even the biggest backers of generative AI have some reservations and limits as to where they think it should be applied.

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