New research indicates that UK audiences are receptive to artificial intelligence enhancing their streaming experience, particularly through personalised recommendations and improved accessibility features like subtitles. However, there is a strong reluctance to engage with content that is created or co-created by AI, with concerns over authenticity, quality, and ethical implications.
Key Takeaways
- UK adults are largely unaware that AI powers content recommendation engines.
- While personalization is desired, most viewers are unwilling to pay extra for it.
- Audiences are comfortable with AI in supportive roles but wary of its use in creative authorship.
- A majority of UK adults would not engage with AI-generated content and believe platforms should label it.
Awareness and Appetite for Personalisation
Just over half of UK adults (55%) are aware that AI is used to recommend content on streaming platforms. Despite this uneven awareness, nearly half (46%) would like their video media experience to be personalised. However, this desire for personalization does not translate into a willingness to pay more, with only 6% stating they would. This suggests AI-driven personalization is viewed as a standard feature rather than a premium offering.
Comfort Levels with AI Applications
UK audiences clearly distinguish between AI as an assistant and AI as an author. They are most comfortable with AI performing supportive tasks such as generating subtitles or helping to surface relevant content. Conversely, there is significant discomfort with AI being used to create core creative elements like scripts, voices, or digital actors.
Trust and Transparency Concerns
The research highlights a significant barrier to AI-generated content: trust. Only 26% of UK adults would engage with content if they knew it was created or co-created by AI, while a majority (53%) would not. The primary concerns cited are authenticity (67%), misleading content (62%), and overall quality (51%). Ethical considerations and job displacement are also significant worries for many.
Furthermore, there is an overwhelming consensus on transparency, with 91% of UK adults believing that platforms should be required to clearly label AI-generated content. This indicates a strong demand for clarity regarding the origin of entertainment viewed by the public.