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Nelson Granados Predicts The Pivotal Role Of AI In Media And Entertainment for Forbes

Understanding artificial intelligence (AI)’s role in the future of entertainment and media is becoming an important aspect of strategic planning in business. Pepperdine Graziadio faculty member Nelson Granados explores the growing influence of AI in the creation and consumption of media and entertainment content as a contributing author for Forbes

Granados emphasizes that while AI adoption in these industries requires trust in the technology, its potential impact is significant. The article features insights from Pepperdine Graziadio faculty member Cristel Russell, and alumnus George Dagliyan (MBA '16, PKE 136, DBA ’21), referencing Dr. Dagliyan’s research from the Pepperdine Graziadio Doctor of Business Administration (DBA) program. 

Dr. Dagliyan predicts that AI applications functioning as assistants will drive high adoption rates among creators and consumers. Facilitators of AI adoption, such as convenience, customization, and efficiency, are expected to outweigh inhibitors like uncertainty and privacy risks. Dagliyan states, “The study revealed that AI adoption facilitators and inhibitors coexist with equal significance. Hence, companies can substantially increase adoption rates by prioritizing both facilitators and inhibitors of AI adoption.” 

Pepperdine Graziadio faculty member, Cristal Russell emphasizes the societal and policy implications of AI-generated content, emphasizing the need for measures to ensure truthfulness and authenticity. As negotiations unfold between artists and studios, addressing concerns about the potential replacement of creative capacities by AI becomes crucial. 

Russell and Dagliyan both stress the importance of building trust in AI-powered products, with Dagliyan's study indicating that brand reputation plays a pivotal role in enhancing facilitators and reducing inhibitors. As the industry grapples with these challenges, Granados writes, the potential for AI to revolutionize the entertainment sector hinges on effectively addressing uncertainties and privacy concerns.

Read the full article in Forbes.