Generative AI is opening powerful new opportunities for media and entertainment

Here’s how to take full advantage of this emerging technology

The world of media and entertainment comprises a wide range of organizations including content creators, content distributors, news, filmed entertainment, music, theme parks, and sports and entertainment districts. While each face markedly different challenges, they all have a few things in common. Competition from a proliferation of streaming and digital platforms is more intense than ever and audiences are increasingly fragmented while expecting new and compelling intellectual property at a breakneck pace.

How do you securely create and deliver that intellectual property while simultaneously honoring customer demands and responding to consumption patterns that seem to shift every day? Increasingly, the answer can be found in generative artificial intelligence (AI).

PwC and Microsoft: A formula for AI success

In the technology, media and telecom sector, 67% of leaders say new technologies, like generative AI (GenAI), threaten their current business models. For media, GenAI is changing the way content is produced, from pre-production and development to distribution and marketing. 

More than 4,500 customers are already using Azure OpenAI, combining the power of advanced AI models and security of Azure. PwC now has one of the largest implementations of Azure OpenAI and we work closely with Microsoft’s AI teams to help clients get up and running quickly, find ways to foster an AI-ready culture, and analyze the areas where GenAI can have the greatest impact at scale. We then help clients implement those plans responsibly, with a business-led approach and with appropriate safeguards.

PwC and Microsoft explore generative AI technology and real-world use cases for how media and entertainment companies can begin to unlock the value of generative AI today.