owadays, all (major) entertainment companies use artificial intelligence – there’s no denying that. Netflix, Spotify, YouTube – they are all powered
by artificial intelligence (AI).
The entertainment industry has gone from VHS tapes and DVDs, CDs, and Arcade games like Pac-Man to streaming services, downloading music, online gaming, and even virtual reality experiences. From going to stores physically and buying the CD or renting the DVD to having access to any type of content – anywhere, anytime.
Look at Netflix! In the 90s, Netflix started out just like another Blockbuster. It was only later that it became the giant streaming service company it is today. Electronic Arts (EA) had FIFA Soccer with basic features – now, we have VR FIFA Experience. Apple Music started from an iPod. And the list goes on.
And it’s all thanks to artificial intelligence.
Nowadays, all entertainment giants are leveraging AI-powered technologies to improve the way we interact with their platforms and keep us coming back. And it’s working!
You’re probably subscribed to Netflix, Disney+, HBOMax, and so on – or at least you have a friend who lets you borrow their account. You also probably have a Spotify, Apple Music, or YouTube account. Nowadays, we rely so much on these platforms that we might not even use cable TV. I know I don’t. And that’s okay! This is our reality – and it is heavily influenced by technology and artificial intelligence.
Current AI models are used to provide personalized content that is specifically relevant to us. These algorithms are continuously learning by analyzing the data on user preferences, history, browsing, and even our behavior – manually liked or disliked, or how much we spent watching that movie or listening to that song.
This way, the platforms can suggest exactly what we like, making the entire experience more satisfying, enjoyable, and engaging. So, when we’re fed the type of content we enjoy, of course, we’re going to come back for more.
For example, YouTube’s algorithm examines more that 200 million hours of our data to provide movies and TV shows that might interest us – individually. Believe it or not, but 80% of what we watch on YouTube is completely personalized to us.
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But it’s not just about a great recommendation system in place. Artificial intelligence also allows us to interact with our content.
In 2018, Netflix produced Black Mirror’s special episode called “Bandersnatch”. This is an interactive film that provided us the ability to connect with the episode by allowing us to control and make a decision about what was going to happen in the movie. It’s like we were in the episode! This proves that Netflix is once again starting to revolutionize the media market by combining the game world with the media world.
And that was just the beginning! Especially in the gaming industry. Think about Minecraft, FIFA, and The Last of Us. In all of them, artificial intelligence is needed to create a realistic virtual world and create non-playable characters (NPCs) to act and interact realistically with our players. I, for one, was taken aback to see how advanced the NPCs were in Rockstar Games’ 2018 masterpiece, Red Dead Redemption 2. It’s nothing compared to Pac-Man, but this is pretty cool as well!
But the future of entertainment looks even more futuristic through VR and 3D technologies!
It seems like we're diving even deeper into immersive experiences with virtual reality (VR) and 3D technology. In gaming, VR headsets give us a sense of immersion that traditional gaming experiences can't match. Quest 2, Steam VR, and PlayStation VR are just some of the biggest companies that offer us the possibility to feel what it’s like actually to play those games.
However, one of the most significant advancements in the entertainment industry was the launch of Metaverse by Meta (ex-Facebook). Metaverse is an immersive virtual world that allows us to do everything we do in the real world – but it’s all from our couches. And yes, you can shop, communicate, and even play games.
As we all know, Apple Inc. recently released the Apple Vision Pro. This mixed-reality (MR) headset and spatial computing device seamlessly integrates digital content and applications into your physical environment. With it, you can navigate simply by using your eyes, hands, and voice. It feels like a whole Black Mirror episode!
AI is not limited to digital experiences. Soon, we will be completely part of the experience.
One of the most exciting things about artificial intelligence is that it has the ability to bring to life experiences. And in the case of AI-powered live events, this may be quite literally.
With artificial intelligence, 3D Holograms are can show the artist live as if they were performing live on a stage. And no, it’s not just simply seeing the image of the artist on a flat screen. In 2019, a holographic show of Maria Callas was one of the most remarkable examples of how artificial intelligence can be used in live performances. Throughout the performance, the hologram of Maria Callas interacted with and was accompanied by the Vancouver live orchestra, responding to their cues and movements. And the way that the algorithm learned this was by using the famous opera singer’s old recordings.
While Maria Callas’ projections already illustrate te power of three-dimensional technology, the possibilities for what real holograms can do are infinite. In fact, what differentiates actual holograms from simple projections is that we can easily see the artists without the assistance of any special screens, lenses, or even other tools.
In fact, Coldplay took the stage live for The Voice in 2021, and they had a special surprise – they invited BTS to join them, but not in the traditional sense. As holograms. By recording the movements of all BTS members, they created something that pushed the limits to how artificial intelligence can influence our entertainment experiences.
One thing is clear – the entertainment industry will rely mostly on artificial intelligence. And one of the biggest trends that we’re expecting is immersive entertainment – from interactive storytelling to full-on virtual reality experiences.
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